//Gatorade x Usain Bolt

Agency: IMG

Client: Gatorade

//The Brief

//As Gatorade’s brand sponsorship agency we were tasked with coordinating and delivering Usain Bolt’s first UK PR appearance after he broke the world 100m record…

//We needed to create an activity that was relevant to Usain Bolt, Gatorade and one that inspired young people to achieve their dreams.

//Rock N Roll

//We partnered with the Sports Action Zone in Lambeth where Gatorade and Usain Bolt could educate children on the importance of exercise, nutrition and to be inspired by a world icon.

//Produced a sprint masterclass with Usain Bolt and 200 children from the local area - most from underprivileged backgrounds.

//We also partnered with Chelsea Football to offer a sports nutrition class with the local children.

//Results

//The phone did not stop ringing to get time with Usain Bolt - every major national media outlet was ticked off here!

//Over €500,000 worth of PR coverage across all channels.

//Reach in excess of 1,000,000 consumers.