180 Amsterdam highlighted the crucial role that the confidence girls gain through playing sports plays in their future success off the pitch. Tragically, 49% of teenage girls drop out of sports, six times the rate of boys, with 78% citing a lack of confidence as the reason. Confidence erosion is caused by external factors, primarily:

1. Lack of female role models and coaches
2. Gender discrimination and inequality
3. Fear of judgment

As a brand that exists to spark what’s within every athlete, confidence erosion was not a problem Gatorade could ignore. With the transformative power of sport deeply ingrained in its DNA, Gatorade was determined to find a way to reverse girls’ confidence erosion on the pitch to help ensure girls everywhere become confident women off the pitch.

180 Amsterdam introduced girls to a real role model at the peak of her confidence. Inspired by academic studies showing that peer role models have a uniquely positive effect on building younger girls’ confidence and motivation, Gatorade used de-aging technology to bring to life Ray, the 9-year-old version of England Hall of Famer and Arsenal legend, Rachel Yankey.

From a few faded childhood photographs, a young body double, CGI, voice recordings, and AI, Ray was able to share how her confidence allowed her to push past barriers of gender discrimination, inequality, and hurtful judgment to play the sport she loved. This surprising female peer role model inspired girls to keep their confidence and stay in sport.