# NYC Street Bike Ads The Inside the Edge Nigel Sylvester Commercial Is Chaotic and Exciting By Jordan Sowunmi | Published 2011-07-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/inside-the-edge-nigel-sylvester References: [hypebeast](http://hypebeast.com/2011/07/inside-the-edge-nigel-sylvester/) & [gatorade](http://www.gatorade.com/default.aspx#athlete?s=nigel-sylvester) Gatorade has always been known for marketing that connects athletes with the public in a personale way, and the Inside the Edge: Nigel Sylvester commercial only serves to further enhance Gatorade's reputation in that department. Nigel Sylvester is a 24-year-old New York-based street cyclist with an impressive list of sponsors that include: Nike 6.0, Gatorade, G-Shock, and MirraCo. If that isn't enough, Sylvester is the owner of one of NYC's major bike shops, 'Format.' The Gatorade Inside the Edge: Nigel Sylvester ad shows the Queens-native as he ride through the chaotic and (at times) dangerous streets of New York, dodging joggers, civilians, and taxi cabs at a speed that would terrify most, but seems natural to him. The spirit of the commercial encourages consumers to take care of their bodies through healthy food and drink consumption, while always trusting your instincts. Sylvester does a great job of doing both in abundance. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 14% | Activity: 26% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Personalized Marketing:** Gatorade's Inside the Edge: Nigel Sylvester commercial showcases how personalized marketing can connect with consumers on a deeper level. - **Branded Content:** Inside the Edge: Nigel Sylvester commercial demonstrates the power of branded content to create an immersive experience for consumers. - **Extreme Sports Marketing:** Gatorade's collaboration with Nigel Sylvester highlights the potential for extreme sports marketing to tap into a younger, more adventurous audience. ### Sectors Adopting This - **Sports and Energy Drinks:** The Gatorade Inside the Edge: Nigel Sylvester commercial showcases the growing opportunity for sports and energy drinks to align with extreme sports athletes. - **Bike and Cycling Industry:** The commercial highlights the potential for the bike and cycling industry to leverage the popularity of extreme sports and professional athletes like Nigel Sylvester to drive sales and brand loyalty. - **Digital Marketing:** The immersive and engaging nature of the Inside the Edge: Nigel Sylvester commercial demonstrates the potential for digital marketing to create memorable experiences for consumers. ## Related on Trend Hunter - [Athlete-Inspired Interactive Experiences](https://www.trendhunter.com/trends/g-arena.md) - [Macho Plant-Based Drink Campaigns](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling.md) - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Retro Sports Drink Revivals](https://www.trendhunter.com/trends/gatorade-3.md) - [Athlete-Backed Beverage Campaigns](https://www.trendhunter.com/trends/tailgate-crashers.md) - [Empowering Soccer-Inspired Campaigns](https://www.trendhunter.com/trends/renowned-soccer-icons.md) - [Art-Branded Sports Drinks](https://www.trendhunter.com/trends/gatorade-thirst-quencher.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Dark Sports-Themed Drinks](https://www.trendhunter.com/trends/mightnight-ice-thirst-quencher.md)