In a bold move towards inclusivity and progress, Coca-Cola-owned sports drink Powerade has unveiled a groundbreaking campaign aimed at redefining the relationship between athletes and their sponsors.
Anchored within the brand’s existing ‘Pause is Power’ platform, the initiative introduces the ‘Athletes Code’ – a new contractual provision empowering athletes to prioritise their mental health without risking sponsorship.
A Collaborative Effort to Redefine Athlete Support
Powerade’s latest campaign is a product of WPP Open X, with creative contributions from Ogilvy, EssenceMediaCom, Burson, Hogarth, Village Marketing, and VML.
This collaborative effort is not just a marketing strategy but a declaration of support for athletes navigating the intense pressures of performance.
The campaign is brought to life through a compelling film directed by Babak Khoshnoud of Let it Rip Pictures. Featuring Olympic gold medallist Alex Morgan, swimmer Tatjana Smith, and South African footballer Linda Motlhalo, the film provides an intimate glimpse into the mental health challenges athletes face.
Through their stories, Powerade sheds light on the impact of these pressures and its commitment to fostering an environment where athletes feel supported in taking care of their wellbeing.
Athlete Voices: A New Era of Support
Alex Morgan, a vocal advocate for the campaign, praised the initiative, stating that Powerade’s new commitment creates a platform that gives athletes the peace of mind to know they’ll be supported unconditionally.
Furthermore, this offers a level of support and reassurance to athletes at all stages of their journey, especially those who are up-and-coming and chasing their dreams.
Morgan highlighted the significance of the ‘Athletes Code’ in today’s high-stakes sporting environment, where both student-athletes and professionals face mounting pressures.
She added that with the incredible demands athletes face today, they couldn’t be prouder to help create the space for athletes to take the time they need without the fear of consequences.
Leadership Perspective: Prioritising Wellbeing
The President of Global Hydration, Sports, and Tea at Powerade echoed these sentiments, emphasising the company’s long-standing commitment to athletes.
Reflecting on the campaign’s origins, they noted that following the Olympic and Paralympic Games, they recognised the opportunity to be a stronger ally to their athlete partners.
Furthermore, they believe that true strength comes from knowing when to pause to come back stronger, and they are proud to encourage this belief by formally enabling athletes to prioritise their mental health in their contracts.
They further expressed Powerade’s commitment to supporting athletes across all stages of their careers, reaffirming the brand’s dedication to making a positive impact on and off the field.
Redefining Strength in Sports
Powerade’s ‘Athletes Code’ marks a pivotal moment in sports sponsorship, where mental health takes centre stage. By formalising a commitment to mental wellbeing, Powerade not only sets a new standard for athlete support but also challenges the industry to follow suit.
As the campaign gains momentum, the message is clear: true strength isn’t just about performance; it’s about knowing when to pause, reflect, and come back stronger.
With this initiative, Powerade cements its role as a trusted ally to athletes worldwide, proving that the journey to greatness is as much about mental resilience as it is about physical achievement.
