Gatorade benches the ad shoot and lets Son Heung-min do the sweating

Gatorade has opted not to film a new advertisement with footballer Son Heung-min ahead of the first half of 2026, instead choosing to reuse its existing campaign assets with the athlete. In an Instagram post on 22 April, Gatorade Korea said, “We believe history is made through sweat, not on set.”

“That’s why, in the first half of 2026, we chose not to film new ads. Instead, we will reuse last year’s campaign to give Son time to focus on what matters most. Because when the moment comes, no ad can match the drama of sweat," the brand added. 

Son Heung-min, who has been an ambassador for the brand since 2023, also appeared in the post with a personal message addressing fans and his preparation for the upcoming season.

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“As a footballer, I can already feel how important this summer will be for me,” he said. “That’s why I’m doing everything I can to prepare, not only physically, but mentally as well.”

He added, “In the face of a challenge, whether it leads to despair or joy ultimately depends on our will, as Gatorade says. I trust the time, the effort, and the sweat I’ve put into chasing this dream.”

The footballer shared that he hopes to deliver “joy and unforgettable moments” for fans, while thanking Gatorade and supporters for their continued backing. The 2026 North American tournament is viewed to be Son's last major international stage. 

Two days later, a follow-up Instagram post on 24 April showed continued activation around the partnership with South Korean-based football YouTube channel and charity organisation Shoot for Love, suggesting ongoing campaign extensions even without new filmed assets.

The move marks a shift in execution approach for the brand, which typically maintains high-output storytelling around its athlete partnerships. Since signing Son in 2023 in a multi-year deal under its “Fuels you forward” platform, Gatorade has rolled out multiple campaigns featuring the Tottenham Hotspur forward, including its 2025 “Despair of joy” campaign.

That campaign focused on willpower and resilience in sport, drawing inspiration from Son’s emotional performance at the 2022 FIFA World Cup, where he played through injury and was seen in tears after South Korea’s match against Portugal.

Instead of producing new creative for a key sporting moment, the latest approach signals a leaner content strategy centred on existing assets and athlete preparation, rather than fresh production output.

MARKETING-INTERACTIVE has reached out for more information. 

The approach also reflects a wider trend in sports marketing, where brands continue to rely on star footballers as the primary face of global campaigns. Earlier this month, Pepsi rolled out “Pepsi football nation”, a multi-year campaign bringing together football stars including David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah.

The initiative positions a fictional “nation” where fans set the rules of the game, shifting focus from matchday performance to the cultural conversations, rituals and debates that surround football.

Similarly, The LEGO Group is also leaning into star-driven football storytelling with a new global campaign ahead of the FIFA World Cup 2026. The brand is tapping four of the world’s biggest football stars – Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. – for a campaign under its LEGO Editions platform, which turns football fandom into a buildable experience.

The initiative introduces football-themed sets and activations aimed at letting fans “build their dream team brick by brick”, with campaign visuals showing the four players together assembling the LEGO Editions FIFA World Cup official trophy set, along with a one-minute spot that brings the concept to life. 

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