02/13/2025
Science met sport for this one.
Partnering with for Super Bowl LIX and in narrative collaboration with , our team designed and executed the G Lab, a space where guests could engage with Gatorade’s legacy in sports science and performance through five distinct zones:
The Classroom - Where Professor G (played by George Kittle) shared Gatorade’s history as a precursor for the high-energy experience.
The Gym - Where athletes were tested by GSSI experts and learned first-hand how Gatorade uses sports science to revolutionize hydration and optimize recovery.
The Field - Where athletes, influencers, and partners could challenge their skills on the gridiron, wearing dehydration goggles to emphasize the importance of hydration on the field.
The Retail Space - Featuring exclusive swag and insights on the future of the Gatorade brand.
