Once upon a time, a marketing campaign called for aspiring athletes to ‘Be Like Mike.’
The day has arrived where they can now strive to match the marketing achievements of a rising boxing superstar.
Gatorade announced a working partnership with unbeaten lightweight contender Ryan Garcia, who becomes the first boxer to sign an endorsement deal with the sports drink giant in the United States.
“We pride ourselves on fueling all types of athletes, and those who compete in combat sports, a world we’ve supported for many years, are no exception,” said Jeff Kearney, Gatorade global head of sports marketing.
The watershed moment is the latest notable achievement in the rising career of Garcia (21-0, 18KOs), a 22-year old lightweight from Victorville, California. The news comes less than a month after his most notable win to date, an off-the-canvas 7th round knockout of England’s Luke Campbell on Jan. 2nd in Dallas, Texas.
Highlights of the fight generated views in the millions, hardly a surprise given the boxer’s massive social media presence. Garcia currently boasts more than 8.1 million followers on Instagram and markets his brand arguably better than any other active boxer.
In fact, it was an online post years ago which first laid the foundation for this eventual partnership.
“A few years ago, I posted on social and tagged Gatorade to get their attention, so being the first professional boxer to sign a national deal in the U.S. with them is a dream that turned into a reality,” said Garcia. “Gatorade has been studying and working with the best athletes in sports for decades, many of which I admire, and I’m excited to bring positive attention to the sport of boxing.”
Garcia now joins possibly the most identifiable sports drink in the world, whose brand dates back to 1965, created by scientists at the University of Florida, whose school nickname (Gators) inspired the drink’s name (originally Gator-Aid). The product expanded beyond Gainesville after the 1969 Orange Bowl, including its becoming the official sports drink of the NFL.
The product was widely popularized through notable sports endorsement deals in the 1980s. The beverage soared to new heights thanks to its alignment with NBA legend Michael Jordan, including the famous ‘Be Like Mike’ campaign which ran for years.
Gatorade also became the symbol of celebration at the highest level of sports. The tradition began with the 1980s New York Giants, with famed former linebacker Harry Carson and defensive lineman Jim Burt dousing then-head coach Bill Parcells with a bucket of Gatorade and ice, creating what remains known as the “Gatorade shower.”
Missing through the years was the right boxer to carry the brand name. The company found the right one in Garcia.
“Bringing Ryan on at the national level in the U.S. only strengthens that commitment, and it is a testament to his talent and work ethic,” insists Kearney.
Garcia joins an extensive roster of talent, including 22-year old Fernando Tatis Jr. of the MLB’s San Diego Padres 21-year old pro golfer Matthew Wolff, NBA stars Zion Williamson, 20, and Jayson Tatum, 22, and 21-year old track and field superstar Sydney McLaughlin.
Jake Donovan is a senior writer for BoxingScene.com. Twitter: @JakeNDaBox