In March 2013, Gatorade introduced the slogan "Win From Within," and illustrated such inner drive to be the best with a TV commercial featuring NBA stars Kevin Durant and Dwyane Wade. During the same time, the brand also had a special campaign centered on this slogan in which it produced five bottles, each with an iconic moment from sports history, such as Michael Jordan's foul line slam dunk in 1988. The slogan is still being used as of February 2015.
Prior to 2013, PepsiCo, the parent company of Gatorade, used the assertive tag line "Is It In You?" for the sports drink and foods company and one of its biggest brands. The slogan captured the spirit of digging deep and finding an internal driving force in order to succeed. Michael Jordan starred in an ad featuring the slogan, but it's his outtakes that ended up getting the most attention due to his difficulty in properly intonating the expression.
Over the years, Gatorade experimented with other slogans, or catch phrases. At one time, it used "Gatorade Thirst Quencher." Later, it rechristened its lineup of sports drinks and gave each drink a specific slogan: "Be Tough," "No Excuses," "Shine On" and "Bring It."