TBWA/Chiat/Day created a very strong video for Gatorade, celebrating the 40th anniversary of Title IX. The video takes place at the girls soccer pitch. They play the game until they hear a voice, encouraging them to drop sports and become beautiful, fashionable and concerned about their bodies. The campaign supports female sports. According to it, both sexes equally participate in sports from the age of six. However, from the age of 14 the number of female athletes decrease. The video suggests that the market has a huge impact on girls’ future, encouraging them to drop sports.