Sandton – Today, Powerade has launched the next evolution of the “Pause Is Power” global platform with a new creative campaign based on the brand's sports legacy.
The 2025 campaign features “304” and “My First Love.” This is two films focused on empowering football players who are pivotal moments and stars that represent the next generation of athletes.
As an Apologetically Sport brand, Powerade's new campaign continues to celebrate holistic athletes by focusing on athlete preparation, hydration and moments where focus is brought together to unleash peak performance.
“We believe true athletic performance isn't just a competitive moment. It's also about what athletes do in advance to prepare it,” says Matronafilippo – Hydration, Sports & Tee, president of the global category.
“Powerade has always been committed to providing athletes with the hydration they need to perform at the highest level. It's incredible to see how our platform evolved to show how powerful a deliberate moment is for athletes at all levels.
“We are thrilled to see how sports fans around the world can drive through the eyes of athlete partners, through the eyes of their pauses to drive preparation, resilience and peak performance.”
Reflecting the brand's commitment to fuel athletes at all levels, the new campaign features both everyday and professional athletes at key moments when they find their strength.
Hero movies and digital content introduce the personal rituals that athletes use to achieve peak physical and mental preparation, giving them the power to perform at their greatest moments.
Starring in the campaign's hero film is where two of the world's most exciting athletes, Ramin Yamal and Rodrigo, go.
Influential young athletes captivate the world with their authenticity and talent, embodying the value of the brand's “Pause is Power” on the pitch.
Each film looks closely at its own pre-match preparations, revealing that small, intentional moments taken at the pause allow you to step into the field with confidence and control.
“The 304” shows him in a moment of reflection, giving you a glimpse into how Ramin Yamal finds his power before the game, imagining himself on the current iconic walls of Locafondah, drawing strength and inspiration to burn his vision from his hometown.
“Powerade is my appeal to keeping hydrated on and off the field, so working with them on this campaign is really cool,” says Lamine Yamal.
“Powerade is not just about what happens during the game, but what an athlete does in the moment before they go outside.
“For me, it means tapping on my roots at Locafondah and helping me prepare to do my best. I love this campaign giving me the opportunity to scream 304.”
For Rodrigo, “My First Love” reveals how he turns pause into a moment of preparation and hydration, by harnessing his childhood passion for futsal and guiding agility, confidence, and speedy thinking instilled in him for a powerful on-pitch performance.
The film will be released in May.
“The moment leading up to the match is already part of the game,” Rodrigo said.
“Press temporarily, focus, visualize your goals, and prepare what happens next.
“Powerade is an important part of my hydration routine.
“That's why I'm excited about this partnership, to show how this moment of physical and mental preparation is essential to reaching my full potential.”
This latest evolution of “Pause is Power” sets the stage for Powerde's presence at the world's most prominent sporting events over the next four years.
Enhancing its position as a key player in the global football space, Powerade owns key moments in iconic events, including the FIFA Club World Cup 2025, FIFA World Cup 2026, FIFA Women's World Cup 2027, and LA 2028 Olympics and Paralympics.
The campaign was created by WPP Open X, led by Ogilvy, and supported by Burson, Essencemediacom, Hogarth, Village Marketing, VML, 22 Ventures, The Mowndogs, Polaris, and Octagon Brazil.
