Serena stars in info-tastic Gatorade commercial

The intersection of tech and training in professional sports got crowded a good while back. All elite athletes and their teams have incorporated practice- and match-performance data into their arsenals—but are they doing it well? Among the leaders in this space: Gatorade. So says the brand in a new 30-second spot featuring Serena Williams: "While the best athletes sweat, we study their data."

In a new campaign titled "You Fuel Us, We Fuel You," Serena and and more top-tier sportspeople, Jayson Tatum (NBA's Boston Celtics) and Christian Pulisic (Borussia Dortmund soccer club) show off their info-tastic training regimens. The old adage "practice makes perfect" has officially been turned on its head: "data-driven practice makes perfect."

Serena has worked with Gatorade for years, often memorably perching a container of the brand's electrolyte-infused sports drink on the table in front of her at press conferences. This new campaign hardly arrives as her first foray into tech-centric work with Gatorade, as the brand sponsored her Snapchat video game released in 2016.

"Sometimes you have the opportunity to see the creative ideas at the beginning of the process, and have more of a say," Serena says, as reported by Fast Company. "Other times, these amazing creative agencies come up with great work. But we do talk about it, I can make suggestions and have ideas of how something might be more authentic to me, so it’s really more of a collaboration."

With her return to the Australian Open on the horizon, Serena is easing into 2019 at the Hopman Cup, where she and Frances Tiafoe are representing the USA.

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