Commercials shoots, photography sessions, event appearances. Being a brand ambassador eats up time and energy. And when you’re a professional football player like Son Heung-min, about to play in the final World Cup of your career, that’s a lot of valuable time and energy being eaten.
So Innored is giving time and energy back to Gatorade brand ambassador while other football stars face a surge in ambassadorial work. The brand has chosen not to create a new campaign but to re-run its old commercial. Deliberately choosing not to add to Son Heung-min’s schedule, allowing him to fully prepare his competitive advantages.
It’s a striking way for a brand to promote sponsorship during a major tournament cycle. And that has been noticed by fans. Within days of the campaign release, the story spread widely across major Korean media and social platforms, generating a strong public reaction and online conversation. Fans have described the move as a “real partnership” and “what sports should be,” interpreting the decision as a sign of respect for the player’s priorities.
To amplify its decision, Gatorade opened up the ambassador role as well, launching a public audition, co-hosted with Shoot for Love, one of Korea’s largest football YouTube channels, to step in for Heung-min during the tournament, filling the void left by his absence. Supporting the idea behind his absence.
Below are translations of the campaign statements:
[Gatorade official Statement. top right]: We believe history is made through sweat, not on set. That’s why, in the first half of 2026, we chose not to film new ads. Instead, we will reuse last year’s campaign to give Son time to focus on what matters most. Because when the moment comes, no ad can match the drama of sweat. Gatorade
Son Heung-min official statement [below right]: Hi, this is Sonny. As a footballer, I can already feel how important this summer will be for me.That’s why I’m doing everything I can to prepare — not only physically, but mentally as well.In the face of a challenge, whether it leads to despair or joy ultimately depends on our will, as Gatorade says.I trust the time, the effort, and the sweat I’ve put into chasing this dream.And I will give my very best to bring joy and unforgettable moments to people back home.I would like to sincerely thank Gatorade and all the fans who continue to support me.Thank you.
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