The brand is tapping its star-studded roster to inspire the next generation of athletes to focus on their inner "IT" as surprising new data from Gatorade shows external pressures are keeping Gen Z out of sports CHICAGO, May 29, 2024 /PRNewswire/ -- Gatorade, the world's most superior sports drink, announced the return of its iconic tagline, "Is It In You?", with the largest campaign in the brand's history. The tagline, first cemented into sports culture in the 1990s and early 2000s with Michael Jordan dripp ...