Powerade / USA / 2024PR Stunts · Events & Sponsorship
The Athletes Code.
Powerade rewrote its sponsorship contracts with a clause letting athletes pause for their mental health without losing their deals.
- Brand
- Powerade
- Agency
- Ogilvy New York
- Market
- USA
- Region
- Global
- Year
- 2024
The challenge
Sponsorship agreements gave athletes no protection if they stepped back to look after their mental health.
The idea
Under its 'Pause is Power' platform, Powerade created a contract amendment with athletes, mental health experts and lawyers. Athletes including Alex Morgan shared personal stories in a supporting film that ran across digital and social.
Results
- Reached over 766 million people worldwide
Case study source: Activation Ideas Source ↗
