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When Kalen Thornton joined Gatorade at its CMO in March 2021, the former Nike and Jordan Brand executive had big plans for the sports beverage maker—but maybe not what one would expect.
“What I saw was the opportunity for the brand to get back to a purpose-led identity,” Thornton said at Adweek’s Brandweek Miami event on Tuesday.
As Thornton explained to Adweek creative and inclusion editor Shannon Miller, Gatorade’s “purpose is around equity in sport, not just because it benefits us as a brand but because … in the words of Nelson Mandela, ‘Sport has the power to change the world.’”
He’s been working to do just that with his first big campaign for the company, Fuel
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