Sports drink marketing has gone soft, presenting a sanitized version of competition that looks nothing like what our audience experiences on the court and sees in their feeds. The tone has been far more handshakes and high fives than trash talk and hard fouls. Real competition is far more ruthless, where every weakness is exploited to create a powerful advantage no matter the sport or athlete.

Our research revealed that true power for modern athletes comes when a ruthless competitive spirit meets a primed body. “More Power For Me” is a campaign that supercharges that competitive spirit while defining the powerful role POWERADE plays in an athlete’s physical and mental game.