Dive Brief:
- Propel Fitness Water has overhauled its look in order to emphasize fitness access along with its connection to Gatorade, which is a division of PepsiCo, according to information shared with Marketing Dive. The rollout is expected to be completed by the summer.
- The Gatorade-manufactured product has partnered with actor, director and producer Michael B. Jordan to raise awareness about the changes. The partnership expands across the drink’s brand platforms and covers both creative and storytelling aspects, along with efforts to expand access to health and fitness.
- In a cultural play, the multi-year deal will also include a tie-up with “Creed III,” the brand’s first movie integration. Jordan stars in and directed the film, which is scheduled for a March 3 release.
Dive Insight:
Propel Fitness Water’s rebrand puts a big emphasis on its connection to Gatorade by incorporating the sport drink’s iconic orange lightning bolt with the hope that consumers make the connection between the two brands. The move comes as Propel experiences eight years of growth, with business doubling over the past six, according to the brand.
Jordan was selected not only for his role as a movie star, but also as a bridge between the casual and elite athlete. Gatorade is often associated with the highest level of sports, such as the NFL. However, Propel hopes to appeal to those who love exercising, even if they don’t do it professionally, according to Gatorade Chief Brand Officer Anuj Bhasin. In addition to Gatorade and Propel, the executive also oversees marketing for Lifewtr and Fast Twitch, a new energy drink that recently launched a social media challenge timed to the Super Bowl.
“Propel is all about driving solutions for passionate exercisers,” said Bhasin in an interview with Marketing Dive. “Passionate exercisers have a different frame and a different approach to life than necessarily professional athletes do. Michael B. Jordan is an embodiment of this really amazing crossover between a really aspirational exerciser, and someone in the fitness community through all that he's done.”
Jordan also helped to create The Invesco QQQ Legacy Classic, an event meant to showcase basketball programs at historically Black colleges and universities. The initiative further cements Jordan as a champion for sports equity, an issue that will take center stage in Propel’s new mission.
