In 2024, Powerade launched “The Athletes Code”, a groundbreaking initiative that embeds a legally binding provision into athlete sponsorship contracts, allowing athletes to pause their professional commitments to focus on mental health without risking their sponsorships.
Objective
- To support athletes’ mental health by formalizing their right to take breaks without jeopardizing sponsorships.
- To shift the narrative in sports culture, recognizing mental resilience as integral to athletic performance.
- To reinforce Powerade’s commitment to holistic athlete support, both on and off the field.
Insight & Strategy
Recognizing the immense pressure athletes face, Powerade identified the need for a structural change in sponsorship agreements. By collaborating with athletes, mental health professionals, and legal experts, they developed “The Athletes Code”—a contract amendment safeguarding athletes’ rights to prioritize mental health. This initiative aligns with Powerade’s “Pause is Power” platform, emphasizing that taking a break is a sign of strength, not weakness.
Execution
The campaign was brought to life through a compelling film directed by Babak Khoshnoud, featuring athletes like Alex Morgan, Tatjana Smith, Linda Motlhalo, and Douglas Matera sharing personal stories about mental health challenges. The narrative was amplified across digital platforms, social media, and during the 2024 Summer Olympics, fostering a global conversation about mental health in sports.
Impact
- Reached over 766 million people globally.
- Sparked industry-wide discussions on athlete mental health and sponsorship practices.
- Set a new standard for athlete support, influencing other brands to consider similar initiatives.
Conclusion
“The Athletes Code” transcends traditional marketing, serving as a catalyst for cultural change in sports. By institutionalizing mental health support within sponsorship contracts, Powerade not only champions athlete well-being but also redefines the essence of strength in athletics.
AWARDS
Cannes Lions 2025
CREDITS
Brand: Powerade (The Coca-Cola Company), Atlanta. Chief Marketing Officer: Manolo Arroyo. President, Global Hydration, Sports, and Tea: Matrona Filippou. Director: Gui Glezer, Constanza Flores, Shevon Gibbons, Islam ElDessouky, Daniel Dao, Francesca Aguilar Mussapp.. PMO Global Category Hydration, Sports, Tea: Tiya Fazelbhoy. Vice President: Bradford Ross. Senior Director, Global Entertainment & Influence: Valeria Herzer. Director, Sports Marketing: Claire Cone. Senior Legal Counsel, Global Marketing: Kayley Keylock. Senior Legal Counsel, Global Marketing Partnerships: Ryan Becker. Senior Director, Global Content & Channel Strategy: Jessica Kalish.
Creative Agency: Ogilvy, New York. Global Chief Creative Officer: Liz Taylor. Global Executive Creative Director: Guillermo Vega. Creative Director: Andre Santa Cruz, Caio Batista, Alice Teruzzi, Francesca Ferracini. Designer: Jake Richardson. Chief Strategy Officer: Anibal Casso. Strategy Director: Margaret Dick. Account Executive: Brian Miseo. Global Client Lead: Liam Parker. Account Director: Witt DeLuca. Managing Director, Global Integration Lead TCCC: Kimberly Duffy. Account Supervisor: Eva Lampell. Account Executive: Natalie McAleer. Executive Group Director: Linden White. Director, Project Management: Morgan Miller. Vice President, Ogilvy PR: Erin Buchanan. Agency Network: WPP. Global Category Influence Lead: Suzanne Raouf.
Production Company: Let It Rip Pictures, Brooklyn. Director: Babak Khoshnoud. Founder & Executive Producer: Tomek Kulesza. Executive Producer: Maruška Ðukić. Producer: David Wept, Luiza Loures. Director of Photography: Htat Lin Htat.
Production Company: Cosmo Cine, Rio de Janeiro. Post-Production Company: Televisor, New York. Post-Production Company: Company 3, Los Angeles. Editorial Company: Church (Los Angeles). Music/Sound Company: Klankwerk (Gent). Audio Production: Sounds Good (Atlanta).
Supporting Agencies: Hogarth Burson EssenceMediaCom Village Marketing VML 160over90
Athlete Ambassadors: Alex Morgan – Football, USA. Tatjana Schoenmaker – Swimming, South Africa. Linda Motlhalo – Football, South Africa. Douglas Matera – Swimming, Brazil. Mathilde Gros – Track Cycling, France. Harrie Lavreysen – Cycling, Netherlands. Florian Jouanny – Para-Cycling, France. Dmitrij Ovtcharov – Table Tennis, Germany. CJ Bott – Football, New Zealand. Ji So Yun – Football, South Korea. Alberto Abarza – Swimming, Chile. Emma Twigg – Rowing, New Zealand. Lydia Williams – Goalkeeping, Australia. Kaylene Corbett – Swimming, South Africa. Tyler Wright – Surfing, Australia.
