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Dwyane Wade And Gatorade Surprise High School Team With Extreme Locker Room Makeover

The NBA All-Star teams up with Gatorade to give New Orleans teens a VIP experience.

When the eyes of the basketball world were focused on New Orleans as the NBA’s elite names descended on the city for the league’s annual all-star game, Gatorade decided to take a little bit of that attention and focus it on Riverdale High School’s basketball team.

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For the first time in two decades, the Riverdale Rebels were on the brink of a playoff berth. In addition to the commitment, training and sense of brotherhood, the other thing the varsity basketball team had in common with so many others across the country is a pretty beat-up locker room that’s been home to smelly sweat socks since the Kennedy administration.

Then on February 15th, midway through a make-or-break Rebels game, Gatorade and agency TBWA\Chiat\Day LA converted the old, run-down locker room to something more akin to NBA-style professional standards. To top it off, Miami Heat star Dwyane Wade made a surprise appearance to unveil the new digs and hang out with the very happy teens.


Gatorade has long been associated with elite athletes and pros, but this strikes a different no less appropriate chord–similar to its wildly successful Replay series–integrating the brand’s clout among amateurs into its overall story.

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About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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