Powerade has enlisted the star power of Olympic gold-winning gymnast Simone Biles to star in a powerful new ad campaign in the run up to the 2024 Paris Games.
Having famously taken a break from the sport to prioritise her mental health which saw her miss out on the Tokyo Games three years ago, Biles opens up on the importance of ‘taking a pause’ and putting wellbeing first.
Developed for the Coca-Cola-owned brand by WPP’s OpenX, ‘Pause is Power’ will run globally ahead of this summer’s Olympic games – sending out an important message to both the pubic and the media that the competing athletes are still very much human.
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“Powerade has always been committed to empowering athletes and we are thrilled to be partnering once again with Simone Biles, someone who has been transparent about how taking a pause is not an act of weakness, but rather an act of courage and power,” Coca-Cola president global category hydration, sports, tea and coffee Matrona Filippou said.
“We’re excited to bring this mindset to the Olympic Games and continue supporting athletes in the pursuit of balancing mental and physical fitness.”
As part of the campaign, the sports drink brand will also set up a dedicated ‘Olympic Village experience’, offering athletes mental and physical health support throughout the competition.
