Gatorade’s latest WNBA ad campaign, “Let Her Cook,” aimed to celebrate female athletes, but instead, it has ignited a firestorm of criticism for its perceived sexist undertones.
At a Glance
- The “Let Her Cook” campaign was intended to empower female athletes using contemporary slang.
- Many criticized the slogan as a sexist double entendre, sparking widespread online debate.
- The campaign was launched during the WNBA All-Star weekend for maximum visibility.
- Despite backlash, prominent athletes like A’ja Wilson support the campaign’s message.
Gatorade’s Attempt at Empowerment Backfires
Gatorade launched its “Let Her Cook” campaign during the WNBA All-Star weekend, intending to empower female athletes by using the contemporary slang phrase “let him cook,” meaning to let someone excel. But what Gatorade probably didn’t anticipate was the backlash that erupted due to the phrase’s historical association with women and kitchens. Many found the slogan to be a tone-deaf double entendre, sparking debates across social media platforms about gender representation in sports marketing.
‘Massive fail’: Gatorade lands in foul trouble with ‘Let Her Cook’ WNBA ad campaignhttps://t.co/pYSwxAI65u pic.twitter.com/M65PUfON0w
— The Washington Times (@WashTimes) July 29, 2025
The campaign debuted on July 14, 2025, with billboards and a YouTube video, hoping to capture the attention of both fans and media during one of the most significant women’s sports events of the year. By July 24, the campaign had gone viral for all the wrong reasons, as fans and commentators dissected the slogan’s unintended implications.
The Generational and Cultural Divide
The backlash against the “Let Her Cook” campaign highlights the growing generational and cultural chasm in interpreting slang. While younger audiences might view the slang as harmless or even empowering, others see it as a slap in the face to decades of progress in gender equality. The controversy underscores the importance of understanding cultural context, especially when it comes to marketing in gender-sensitive arenas like women’s sports.
Despite the negative attention, the campaign has successfully brought more visibility to Gatorade’s women’s sports initiatives and the WNBA. This visibility, though controversial, may lead to increased dialogue about representation and marketing strategies in women’s sports.
Watch: Let Her Cook Dinner! Gatorade New Slogan Sends Mixed Message?
Stakeholders and Their Roles
Key players in this scenario include Gatorade, the WNBA, the rapper GloRilla, and influential athletes like WNBA MVP A’ja Wilson. Gatorade, as the campaign creator and major sponsor, aimed to boost its brand while supporting female athletes. The WNBA, as a partner, seeks increased visibility without the shadow of negative publicity. GloRilla’s involvement through her featured song adds cultural relevance, while A’ja Wilson’s support of the campaign’s intended message provides a counterbalance to the criticism.
Social media users and fans have played a crucial role in amplifying the controversy, highlighting the power dynamics at play. While Gatorade and the WNBA hold significant influence, the rapid spread of opinions online demonstrates how quickly a campaign can be both promoted and undermined.
The Broader Implications
In the short term, Gatorade faces negative publicity and mockery, albeit with increased brand mentions and visibility. In the long term, this controversy might push brands to become more cautious and culturally sensitive in their marketing efforts, particularly in the context of women’s sports. The incident has sparked essential discussions about gendered language and stereotypes, which could lead to more thoughtful and inclusive marketing strategies in the future.
For the WNBA and the broader women’s sports community, the campaign highlights ongoing challenges in representation. While some fans and players may feel misrepresented, others see the campaign as a step toward increased visibility and empowerment.
