AD AGE's E.J. Schultz noted Gatorade is sending a message with a new digital video series that "tackles sugar concerns head on by suggesting that if you aren't burning calories, this is not the drink for you." The series, called "Burn It To Earn It," stars Texans DE J.J. Watt, Nationals RF Bryce Harper and T'Wolves C Karl-Anthony Towns "surprising everyday people and challenging them to work up a sweat." If not, then they are "deemed not worthy of Gatorade." The video series was created by TBWA/Chiat/Day, L.A. Gatorade Senior Dir of Consumer Engagement Kenny Mitchell said that it will get "paid support on Snapchat, Twitter, Facebook and YouTube" (ADAGE.com, 9/22).
STICK TO IT: Lacrosse player Taylor Cummings is partnering with Under Armour to become the face of UA's Women's lacrosse business. Cummings is the first-ever three time Tewaaraton award winner, which is given annually to the most outstanding American college lacrosse player. She will support the lacrosse category through various grassroots camps and clinics and be the face of all category specific marketing campaigns (UA).
HOWDY PARTNER: Cardinals RB David Johnson is partnering with protein drink Rockin' Refuel and will be featured in the brand's new advertising, social media and PR campaign (Rockin' Refuel).
