• by Erik Oster , July 17, 2023

Gatorade’s fitness hydration water brand Propel has teamed up with three-time NAACP Image Awards-winning actor/director Michael B. Jordan to launch the “Propel Your City Project” in support of fitness accessibility.

“Propel Your City” kicks off this summer with the PepsiCo brand providing support to local organizations fueling fitness accessibility across multiple cities and helping them expand to reach a wider audience. It’s part of a broader partnership between Propel and the actor, who helped select and spotlight the organizations propped up by “Propel Your City.”

Access to fitness activities is “a passion point for both Propel and Michael,” which is at the heart of the collaboration, Emily Boido, senior director marketing, enhanced water brands, Gatorade, tells Marketing Daily.  “We know not everyone has the same resources for fitness, and this project was born from the shared vision that providing more opportunities for movement can both bring together and empower communities.”

She adds, “We’ve had the opportunity to listen to our partners and learn what their specific organizations and communities need, and our goal is to amplify and add value to their programming.”

The Los Angeles-based, Black and Brown-led community wellness organization WalkGoodLA, which connects members to activities including yoga classes and hikes, is the focus of the campaign’s launch ad. The spot, directed by Nabil Elderkin (who has helmed music videos for the likes of Dua Lipa and John Legend) sees Jordan talking about the importance of movement, and his experiences finding community in Los Angeles after moving to the city to pursue his acting career, over footage of him participating in a hike.

 “Fitness has been an integral part of my life, but finding my community, and the sense of belonging within it, is what helped get me where I am today,” Jordan said in a statement, explaining that the project aimed to unlock that experience for others. “We’re supporting those that are doing the work in their communities by creating spaces for people to connect and feel seen, and enabling others to reap the mental, emotional, and physical benefits of movement.”

The “Propel Your City Project” will roll out across Atlanta, Houston, Detroit, and Los Angeles, supporting local organizations breaking down fitness barriers and expanding access to activities like organized hikes and running clubs. For example, the project secured a centralized studio for the WalkGoodLA organization featured in the launch ad.

A dedicated website provides information on complimentary classes in those cities, as well as details on how consumers can win $500 toward a gym membership.