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Stephen Ryan
Sports Marketing
Barnett
Unusual Sport Marketing Instrument
The sport product that I chose for this assignment is Gatorade. However this marketing
instrument they used is different from other marketing attempts that they have used. I chose the
Gatorade commercial where they use famous basketball player Michael Jordan and famous soccer
player Mia Hamm. In the commercial the two professional athletes are shown facing off in a variety of
different sports and athletic activities. The lyrics in the background of the commercial are saying
“Anything you can do, I can do better,” They took the two athletes of different gender, race, and sport
and showed them competing against each other, while drinking the Gatorade product.
The main factors in this marketing instrument is that they started off by using two of the most
famous athletes in the world. Almost everybody on earth knows who Michael Jordan is and Mia Hamm
is just as famous in the soccer world. Gatorade then, also had the athletes competing against each other
in both the sports they played as well as sports that they were not affiliated with, such as tennis. In
every single one of the little cut scenes, the two athletes are drinking Gatorade, advertising that they
both use the product to enhance their performance. The lyrics that Gatorade incorporated in to the
song for the commercial, were perfect also. It created an atmosphere that gave you a competitive
feeling just watching the commercial.
I think that Gatorade’s marketing instrument for this particular commercial was above and
beyond. I really liked the fact that they used these two athletes, I remember both of these athletes
being role models in many peoples’ lives. This could really influence a lot of other customers to go to
Gatorade. Also, the incorporation of several different sports into their commercial advertises to
athletes as a whole, not just targeting a specific sport. The more open Gatorade keeps their doors to all
athletes, the more customers come to buy their product.