In what was expected to be a slam dunk marketing move, Gatorade’s recent ad campaign featuring Indiana Fever rookie Caitlin Clark has instead sparked a wave of backlash from WNBA fans — even as her product sales reportedly soared past $660,000 in under a week. The mixed reaction reveals a growing divide in how fans view the league’s rising stars, media treatment, and endorsement strategies.

While Clark’s popularity has become a marketing goldmine for brands eager to cash in on her white-hot momentum, the Gatorade ad in particular has drawn criticism for its perceived tone-deafness and lack of representation for other WNBA players — especially veteran Black athletes who have long carried the league without mainstream recognition.

The Ad That Sparked the Storm

The now-viral Gatorade commercial, titled “Make Your Move,” features Caitlin Clark in full Fever gear shooting hoops in a hyper-stylized gym, accompanied by an inspirational voiceover highlighting her journey and dedication to excellence. It’s flashy, slick, and undoubtedly geared toward the Gen Z sports audience.

But for many longtime WNBA fans, it’s also frustrating. The ad makes no mention or visual reference to the larger WNBA context. There are no teammates. No league shout-outs. No nod to the Black superstars — from A’ja Wilson to Breanna Stewart — who have built the league’s foundation. To critics, the ad feels more like a Caitlin Clark commercial than a celebration of women’s basketball.

“This is the Gatorade version of erasure,” one fan commented on X (formerly Twitter). “How are you going to promote the WNBA without showing the women who MADE the WNBA?”

Sales Skyrocket — But So Does the Criticism

Despite the outrage online, Clark’s branded Gatorade gear has been flying off shelves. Early figures suggest her Gatorade merch — including water bottles, branded towels, and limited-edition Fever x Gatorade kits — has already generated over $660,000 in direct sales since the ad launched, according to insider marketing sources.

This sharp rise in merchandise revenue only adds to Clark’s financial hot streak. Her shoe deals, trading cards, and jersey sales have already broken rookie records. Yet with every commercial success, the volume of criticism seems to grow louder — especially among fans who feel other WNBA stars are being overlooked.

“She’s talented, no doubt,” said one fan in a TikTok post that’s racked up over 500,000 views. “But why does every camera, every deal, every dollar only flow in her direction?”

WNBA Players Weigh In

Some players have kept quiet, but a few have subtly acknowledged the controversy. Las Vegas Aces superstar A’ja Wilson recently liked a tweet criticizing Gatorade for “continuing the tradition of sidelining Black excellence in favor of blonde-marketability.”

Meanwhile, Clark herself has attempted to sidestep the growing tension, telling reporters last week,
“I’m grateful for every opportunity I get. But I know I’m just one player — and I have so much respect for every woman in this league who paved the way.”

The comment was praised by some, but critics say the real problem lies not with Clark personally, but with how corporations and media entities continue to elevate her at the expense of others.

A Pattern of Preferential Treatment?

This isn’t the first time controversy has swirled around Clark’s media exposure.

Earlier this season, her selection to Team USA for the Paris Olympics became a national debate after she was ultimately not chosen — a move that briefly united many fans who felt the league was trying to manufacture stardom too fast. Others argued she hadn’t yet earned that level of recognition compared to WNBA veterans.

But it’s clear that brands like Gatorade aren’t waiting. The Iowa phenom has become the face of not just her team, but seemingly the entire league in the eyes of marketers.

That’s the crux of the backlash: many fans aren’t upset at Clark the player, but at the system that elevates her while minimizing or ignoring the equally — if not more — accomplished Black women around her.

Gatorade Responds — Kind Of

As of Thursday, Gatorade has not issued a formal statement regarding the criticism. However, a source close to the brand said they are “monitoring the response carefully” and “taking all fan feedback into account for future campaigns.”

Still, the damage may already be done — at least in the court of public opinion.

“Gatorade missed a golden opportunity,” wrote one columnist for The Undefeated. “They could have spotlighted Caitlin Clark as part of a new generation — while honoring the foundation already laid. Instead, they chose to erase and replace.”

What Comes Next

The situation has placed Caitlin Clark in an uncomfortable spotlight — once again caught between her meteoric rise and the league’s complex racial and cultural dynamics.

Her fanbase continues to grow, but so does the scrutiny. Every endorsement deal, every viral clip, every headline seems to deepen the divide.

As the WNBA fights for greater visibility, the question becomes: Will brands help elevate the entire league, or just a carefully curated few?

For now, Gatorade may have won a short-term marketing victory — but it has ignited a long-term debate that the WNBA can no longer afford to ignore.