Powerade Fuels Next Gen Soccer Stars in Global Campaign
Powerade has launched a new iteration of its "Pause is Power" platform, featuring two young soccer stars in a global marketing campaign. The campaign, developed by WPP Open X and led by Ogilvy, strategically positions Powerade ahead of major FIFA events and the 2028 Olympics.
Spanish player Lamine Yamal stars in "The 304," while Brazilian player Rodrygo Goes is featured in "My First Love," releasing in May. Both ads showcase the athletes' pre-game rituals, emphasizing the importance of preparation.
“We believe that true athletic performance isn’t just about the moment of competition — it’s also about what athletes do beforehand to prepare for it,” said Matrona Filippou, President of the global category of hydration, sports and tea global at Coca-Cola. “We’re excited for sports fans around the world to see how a pause can fuel readiness, resilience and peak performance through the eyes of our athlete partners.”
Instead of established stars, Powerade chose two rising talents. Yamal, a 17-year-old winger for Barcelona and the Spanish national team, features in "The 304," which highlights his hometown. Goes, a 24-year-old playing for Real Madrid and the Brazilian national team, will appear in "My First Love," focusing on his connection to futsal.
The campaign will be rolled out globally across digital, social, and partner channels. While the ads focus on professional athletes, upcoming digital content will demonstrate how everyday athletes can also benefit from "Pause is Power."
This platform encourages athletes to take breaks for improved performance and was previously extended with The Athletes Code, allowing athletes to prioritize well-being without jeopardizing sponsorships. This star-focused campaign contrasts with Powerade's previous March Madness campaign, which didn't feature a specific athlete, but aligns with a recent BodyArmor campaign highlighting both professional and everyday athletes.
