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By Audrey Kemp, LA Reporter

June 12, 2024 | 3 min read

In ‘It Takes More,’ the star athletes share their tales of relentless dedication before they take on the world’s biggest stage this summer.

Powerade, a global leader in sports beverages and the Official Sports Drink of the Olympic Games Paris 2024, has launched an exciting new national campaign featuring star athletes Sha’Carri Richardson and Katie Grimes.

In two dynamic 30-second spots, Powerade’s ‘It Takes More’ initiative shines a spotlight on the relentless dedication, sacrifice, and preparation these athletes invest to reach the pinnacle of their sports. The campaign underscores the unseen hours of training that power world-class performances and aims to inspire the next generation to chase their dreams with unwavering commitment.

“Powerade’s an iconic brand with a deep history at the Olympic Games, so we felt it was a perfect fit to partner with two of the top American athletes in their respective sports heading into Paris 2024,” said Tom Gargiulo, Bodyarmor Sports Nutrition’s chief marketing officer. “Both Sha’Carri and Katie embody who we are as a brand, so we’re excited to see this new campaign come to life and showcase to athletes and consumers everywhere that Powerade offers more than the competition.”

Sha’Carri Richardson, 24, one of the fastest women in the world and the reigning U.S. National Champion in the 100-meter dash, expressed her excitement about the campaign: “The work and the reps you put in before the starting line, when no one is watching, are what ultimately make the difference at the finish line. As you’ll see in this new spot, Powerade has been hydrating me every step of the way when everything is on the line.”

Katie Grimes, 18, the youngest Olympian at the Tokyo 2020 Games and a two-time silver medalist at the World Championships, is eager to elevate her performance in Paris. “To partner with a brand that I grew up with like Powerade means a lot to me,” Grimes said. “I couldn’t be more excited to partner in this campaign and work to inspire the next generation of athletes and young women to put in that extra effort to reach their full potential.”

The ‘It Takes More’ campaign was led by Ogilvy, with OpenX North America from WPP handling its media plan.

It will roll out across national television, digital media, social media, and retail extensions leading up to and throughout the Olympic Games, which run from July 26 through August 11. The first spot will debut on national TV on Monday, June 24 on NBC, just ahead of the Opening Ceremony for Paris 2024.

As the Official Sports Drink of the Olympic Games Paris 2024, Powerade will also prominently feature both on and off the sidelines of the event.

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