Gatorade and Dwyane Wade Give High School Basketball Team the Surprise of a Lifetime

Riverdale Rebels rewarded

We've seen this marketing stunt countless times: Big brand dips into its deep pockets to give some hardworking, deserving, photogenic youngsters a new playground or a concert or a trip to Toys R Us. But this well-worn tactic can still wield some power.

This time, it's Gatorade, with a cameo from Dwyane Wade, giving an extreme makeover to a high school basketball team's locker room in New Orleans. The Riverdale Rebels, it seems, haven't had a very good run in the past few decades. Now, though, the scrappy, close-knit team (mantras: "I got your back!" and "Family!") are heading to the playoffs for the first time in 20 years. Gatorade, in what looks to be the final two quarters of a recent Rebels win, replaced busted metal lockers and bare-bones facilities with NBA-quality digs.

The effort, dubbed "We Are All-Stars," from ad agency TBWA\Chiat\Day in Los Angeles, broke Monday, timed to the NBA's All-Star weekend. The reaction from the teenage ballers to their new locker room and a visit from D-Wade? It's as sweet as a fruit punch-flavored sports drink. Go ahead and enjoy it.

Credits below.


Client: Gatorade

Senior Director, Communications: Molly Carter

Director, Branded Entertainment: Jill Kinney

Manager, Branded Entertainment: Nancy Laroche

Senior Manager, Communications: Noah Gold

Director, Sports Marketing: Jeff Chieng

Assistant Manager, Global Sports Marketing: Eduardo Gomez

Senior Manager, Digital Marketing: Abhishek Jadon

Assistant Manager, Digital Marketing: Nicki Granadier

Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: John Norman

Executive Creative Director: Brent Anderson

Creative Directors: Renato Fernandez, Gustavo Sarkis

Associate Creative Director Guto Araki

Art Director: Tiffany Lam

Associate Creative Director: Doug Menezes

Copywriter: Scott Reedy

Executive Producer: Sarah Patterson

Producer: Alicia Portner

Executive Project Manager: Karen Thomas

Account Supervisor: Kyle Webster

Account Executive: Ralph Lee

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Managing Director: Peter Ravailhe

Group Account Director: Blake Crosbie

Account Manager: Marc Johns

Executive Business Affairs Manager: Lisa Lipman

Broadcast Traffic: Jerry Neill

Production Company: Bandito Brothers

Director: Jacob Rosenberg

Executive Producer: Suzanne Hargrove

Producer: Cassidy Lunnen

Art Director: John Gathright

Director of Photography: Laura Merians

Editing: Venice Beach Editorial

Editor: Greg Young

Assistant Editors: Micah Chase, Cutler Gray

Executive Producder: Hunter Conner

Music: Asche & Spencer

Other Partners:


Vice President: Courtney Quaye

Managing Supervisor: Ashley Ginascol


Associate Director, Optimum Sports: Natalie Behrman

Supervisor, Optimum Sports: Seth Frankenthal

Digital Supervisor, OMD: Alexis Acker

Strategist: Michael Fee


Account Director: Stephanie DeCelles

Account Supervisor: Erin Zehner

Senior Account Manager: Lauren Cochran

Senior Channel Manager: Kristin Gritt

Channel Manager: Katrina Steffensen