Coca-Cola-owned sports drink Powerade commits to a “more inclusive and progressive athletic partnership” in its latest campaign.
The campaign, which sits within Powerade’s ‘Pause is Power’ brand platform, was devised by WPP Open X working with media agency Ogilvy. Additional support was provided by Burson, EssenceMediaCom, Hogarth, Village Marketing, and VML.
According to the drinks brand, its latest campaign is centred around the ‘Athletes Code’, a new contractual provision that allows athletes to focus on their mental wellbeing without losing their sponsorship.
The film, directed by Babak Khoshnoud of Let it Rip Pictures, features sporting stars such as Olympic gold medallist and US footballer Alex Morgan, Olympic gold medallist swimmer Tatjana Smith and South African footballer Linda Motlhalo, discussing the pressures of performance demands and the impact it has on their mental health.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
__________________________________________________________________________________________________________________________________________________
Alex Morgan said: “Powerade’s new commitment creates a platform that gives athletes the peace of mind to know they’ll be supported unconditionally. What Powerade is doing 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.
“With the incredible pressures athletes face today, whether student-athletes or professionals, I couldn’t be prouder to help create the space for athletes to take the time they need without the fear of consequences.”
Powerade President of global hydration, sports and tea Matrona Filippou said: “Powerade has been a long-time partner to athletes around the world, supporting their journeys on and off the field. Following the Olympic and Paralympic Games, we recognised the opportunity to be a stronger ally to our athlete partners.
“We believe that true strength comes from knowing when to pause to come back stronger, and we’re proud to encourage this belief by formally giving them the ability in their contracts to prioritise their mental health. We look forward to continuing to support athletes at every stage of their journey.”
