PepsiCo-owned Gatorade is about to launch a multi-faceted campaign for its ‘G Series Fit’—series of 3 products geared towards athletes, adage.com reports. The product lineup is designed to provide athletes with the required nutritional elements before, during and after workout.

The first element of the series dubbed ’01 Prime’ is a chocolate bar with nuts and fruit pieces that is aimed at recharging a sportsman with energy and meant to be eaten 2 hours before the workout. The second element ’02 Perform’ is a soft drink to be consumed during the workout. This drink is said to replenish electrolytes used during workout. And finally, ’03 Recover’,  the third element is a low-calorie smoothie one can use for post-workout refreshment.

Morgan Flatley, senior director-consumer engagement at Gatorade, told adage.com, «We’re definitely approaching media differently for the fitness athlete. They consume some different media, and they’re looking for different information.»

So, having this fitness-conscious audience in mind, the brand has developed an advertising campaign that encompasses print, outdoor, digital media and TV. Both the product and marketing efforts were created with assistance of professional fitness instructors and athletes, such as Olympians Allyson Felix and Ryan Lochte; a professional soccer player Tim Howard; a professional surfer Coco Ho; as well as dancers Lauren Froderman and Stephen Boss.

One of the first spots to be broadcast during the TV campaign produced by TBWA\Chiat\Day and is entitled ‘The Inside Edge’. This 60-second video features a sequence of athletes engaged in their workouts set to the ‘Super Bad’ by James Brown. The TV campaign is slated to start in the coming weeks. The media buys, according to the adage.com, include E! and mapmyfitness.com.