Gatorade's 'Win From Within' is a five-part video series that puts a focus on extraordinary people who have overcome adversity with physical activity. The third installment in the series tells the story of 12-year-old Erica Wilson, a healthy, active kid who was suddenty struck with transverse myelitis, a neurological disorder that caused her to lose the use of her legs.
Although Erica may never be able to walk again, this certainly hasn't stopped her any from being able to move. Gatorade highlights the story of how Erica came to be a star player on Alabama’s Lakeshore Lakers, a wheelchair basketball team in Birmingham. The sport increased Erica's confidence and someday, she has dreams to coach other kids and compete at this sport at a global level.
What's Driving This Trend
- Inclusive Sports
- There is increasing demand and opportunity for sports programs that include those with disabilities, creating opportunities for organizations that prioritize inclusivity in their missions.
- Triumph Over Adversity
- The popularity of stories about athletes who overcome adversity creates opportunities for content creators and marketers to develop and promote uplifting stories and products that focus on determination and grit.
- Branded Documentary Series
- There is an opportunity to invest in branded documentary series that spotlight real-life stories that align with their values, enabling companies to drive awareness and engagement while giving back to communities and positive causes.
Who This Affects Most
- Sports
- As the world becomes more accepting of inclusivity in sports, there is opportunity for sports equipment brands to develop and market innovative gear for people with disabilities.
- Marketing
- Inclusive and uplifting content marketing campaigns that highlight real-life stories can appeal to wider audiences and contribute to the positive impact the brand has on society.
- Documentary Filmmaking
- Documentary filmmakers can leverage the growing appetite for real-life stories that inspire, like Gatorade's Win from Within campaign, by partnering with brands and companies on branded content series that engage and inspire audiences.
