5 Ways Josh Allen’s ‘Is It In You?’ Campaign Redefined The Underdog Story (2025 Update)

The "Is It In You?" campaign featuring Josh Allen is more than just a typical celebrity endorsement; it’s a masterclass in brand storytelling that has dominated the sports advertising landscape since its relaunch. As of the current date in late 2025, the campaign remains a pivotal part of Gatorade’s marketing strategy, successfully connecting the iconic 90s tagline to a new generation of athletes and fans through the Buffalo Bills quarterback’s compelling, adversity-laden journey to NFL superstardom. This deep dive explores the strategic brilliance of the campaign, the powerful narrative it champions, and the massive cultural impact—from massive city billboards to social media buzz—that proves Josh Allen is the perfect modern face for a timeless message of grit, determination, and the inner drive to succeed.

Josh Allen: Complete Biographical Profile & Career Highlights

Joshua Patrick Allen, born on May 21, 1996, in Firebaugh, California, has become one of the most dominant and recognizable quarterbacks in the National Football League (NFL). His journey from an unheralded high school prospect to an MVP-caliber player is the very definition of the "Is It In You?" mantra that Gatorade has leveraged.

• Full Name: Joshua Patrick Allen
• Born: May 21, 1996 (Age 29 as of late 2025)
• Hometown: Firebaugh, California
• NFL Team: Buffalo Bills (Since 2018)
• Position: Quarterback (QB)
• College: University of Wyoming (Previously Reedley College)
• Draft: 2018 NFL Draft, Round 1, 7th overall pick
• Career Experience: 7 Years (as of late 2025)
• Key Achievements: Led the Bills to multiple playoff appearances, MVP-worthy season performance in 2024, rewriting NFL history books with his dual-threat capabilities.
• Endorsements (Entities): Gatorade, Wonderful Pistachios, SoFi, Therabody.

The Strategic Relaunch: Why Josh Allen Was the Perfect Fit

Gatorade first launched its "Is It In You?" campaign in 1996, featuring legendary athletes like Michael Jordan and Mia Hamm. The 2023-2024 relaunch needed an athlete whose personal story genuinely embodied the concept of overcoming doubt and proving critics wrong. Josh Allen was the natural and strategic choice.

The campaign’s central theme is Allen’s "adversity-lined path to NFL superstardom." Unlike many top quarterbacks, Allen was lightly recruited out of high school, receiving zero Division I scholarship offers. He started his collegiate career at a junior college (Reedley College) before finally landing at the University of Wyoming. This journey—from unrecruited underdog to top-10 draft pick and elite NFL quarterback—perfectly mirrors the campaign’s question: Does he have the inner drive, the grit, the "it" factor?

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The commercial itself is a powerful narrative, often narrated by the original "it" athlete, Michael Jordan. This connection not only links the new generation to the iconic '90s era but also immediately elevates Allen’s stature by having one of the greatest athletes of all time vouch for his inner strength.

5 Ways the ‘Is It In You?’ Campaign Redefined Allen’s Brand

The Gatorade campaign did more than just sell sports drinks; it solidified Josh Allen’s public persona and amplified his brand narrative, turning his past struggles into a source of inspiration and commercial power.

1. It Solidified the Underdog Narrative

The commercial directly addresses the low points in Allen's career: the lack of recruitment, the junior college path, and the early criticism of his accuracy in the NFL. By framing these moments as the crucible that forged his success, the campaign transforms his perceived weaknesses into his greatest strengths. This resonates deeply with fans who appreciate authenticity and a hard-earned rise to the top.

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2. The Michael Jordan Endorsement Lent Instant Credibility

The voice of Michael Jordan narrating the commercial is a massive entity in itself. Jordan is synonymous with the original "Is It In You?" campaign and elite athletic performance. His narration is a powerful stamp of approval, suggesting that Allen possesses the same rare, internal quality that drove Jordan's legendary career. This strategic move instantly validates Allen as a generational talent.

3. Massive Outdoor Advertising Created Cultural Buzz

The campaign went beyond TV spots, notably with an enormous, 11-story poster of Josh Allen's face displayed prominently in downtown Buffalo. This massive outdoor advertising (OOH) generated significant local and national media attention, with Allen himself reacting to the scale of the poster. This physical presence turned a commercial into a cultural event, further cementing the connection between Allen, the Bills, and the "it" factor.

4. It Aligned with the Buffalo Bills’ Identity

The Buffalo Bills organization and its fanbase, known as the "Bills Mafia," are often characterized by resilience, dedication, and a blue-collar work ethic—qualities that perfectly align with Allen's underdog story. The campaign’s success is amplified by this regional synergy, making the message feel deeply personal and authentic to the Bills community. Bills fans on social media widely praised the ad, calling it "perfect" for the team and Allen's story.

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5. It Reinforced His Dual-Threat Dominance

While the focus is on mental fortitude, the campaign implicitly highlights Allen's physical dominance. His ability to lead the league in total yards and total touchdowns, including significant rushing statistics (531+ rushing yards in the 2024 season), is the physical manifestation of the "it" factor. The commercial suggests that the inner drive is what fuels his relentless, dual-threat style of play, making him one of the most dynamic quarterbacks in the NFL.

Beyond Gatorade: Josh Allen’s Expanding Endorsement Empire

Josh Allen’s marketability has skyrocketed, driven by his on-field success and the compelling personal narrative highlighted by the Gatorade campaign. This has led to a diverse portfolio of major endorsements, further establishing him as a top-tier brand ambassador. These partnerships demonstrate the broad appeal of his persona, which transcends the football field.

• Wonderful Pistachios: Allen has partnered with Wonderful Pistachios, leveraging his authentic background as a "pistachio farmer" from his California roots in their national advertising campaigns.
• SoFi: The financial platform SoFi partnered with Allen, with the quarterback stating, "No one hands you a win, you have to go after it," a quote that echoes the Gatorade campaign’s message of hard work and self-reliance.
• Therabody: His partnership with Therabody, which was featured in a 2024 campaign, highlights his commitment to recovery and peak performance, a key component of sustaining the "it" factor over a long season.

The sustained success of the "Is It In You?" campaign proves that in modern sports marketing, authenticity and a powerful personal narrative are more valuable than simple celebrity status. Josh Allen's journey is a testament to the idea that the greatest victories are often born from the deepest doubts.