Gatorade enlisted an acclaimed sneaker designer to appeal to Gen Z during a recent activation, where the brand challenged sports fans to compete in basketball, soccer and tennis at the G Arena outside Rogers Centre during Toronto Blue Jays home games last weekend.

The winners earned the chance to score Gatorade sneakers created by artist Jake Danklefs, who designed sport-specific Puma shoes and a collection of Gx Bottles inspired by basketball, soccer, running and tennis. Winners were also able to have their Gx bottles customized and consumers also got the chance to meet Danklefs, who did live artwork on-site.

“The [goal] of this campaign is to connect with the next generation of athletes, specifically Gen Z athletes,” Lourdes Seminario, senior director of marketing of sport nutrition with Gatorade, tells strategy, adding that “this is the first time we’ve launched Gx bottles in Canada, along with a custom footwear collection.”

Seminario says it was Gatorade Canada’s first collaboration with Danklefs, who is the founder of sneaker company Dank and Co. in San Antonio, Texas and who specializes in custom footwear designs.

The activation was Gatorade’s latest bid to appeal to the next generation of sports fans. In July, the brand expanded its roster of athlete spokespeople with a major acquisition in young NHL phenom Connor Bedard. At the time, Seminario said the brand’s research shows that Gen Z consumers are inspired by athletes who are currently on the rise, and Bedard – who is widely projected to be the sport’s next superstar – fit the bill.