As brands capitalize on the success of the USWNT's success in the Women's World Cup, Powerade was one of the quickest to react, putting up a street mural in L.A. to commemorate the team by Sunday night.
The beverage brand, via PR agency Weber Shandwick, commissioned street artists Nina Palomba and Jonas Never to create the 15-foot concrete mural on Melrose Avenue. It depicts players Alex Morgan, Crystal Dunn and Kelley O’Hara and carries the message "Power Has No Gender," a follow-up from Powerade's ad campaign around the World Cup. As part of the effort, Powerade is constructing three youth soccer fields in New York City, Los Angeles and Atlanta, named in honor of Morgan, Dunn and O’Hara.
Never, who has previously created projects featuring athletes like Lebron James, Justin Turner and Kyle Kuzma, is a frequent collaborator with Palomba, whose work has recently ben exhibited at MoMA and Museum of Contemporary Art Chicago.
The plan is for the mural to remain up for a few weeks. As for how it was created so fast, the agency says the duo "began developing concepts during play and began to paint initial elements ahead of the championship game."