Powerade – The Athlete's Code

For Powerade, The Athletes Code is a groundbreaking initiative that redefines athlete support by embedding a legally binding mental-health provision into sponsorship contracts. The code allows athletes to step back when needed without risking their partnership, reframing wellbeing as strength rather than weakness. Built on Powerade’s “Pause is Power” platform, the campaign challenges the traditional win-at-all-costs mentality in sport. Produced with Ogilvy New York and developed alongside Team Powerade athletes including Alex Morgan, Tatjana Smith, Linda Motlhalo, and Douglas Matera, the launch film shares deeply personal stories of resilience. Filmed across multiple international locations, the project required close collaboration between athletes, agency, and production teams. The Athletes Code sets a new standard for how brands support athletes as people first, not just performers.