BRAND - POWERADE
MARATHON SPONSORSHIP
Brand Repositioning amongst shoppers and consumers
CLIENT | BRAND
POWERADE
TYPE OF ACTIVATION
MARATHON
LOCATION
London 10K run, Hackney Marathon, Oxford Half Run
LIVE DAYS
3 DAYS ACROSS
CONCEPTUAL TIME SPENT
2 WEEKS
CAMPAIGN RESULTS
17,120
Bottles sampled at Energy Stations
1050
Custom written Supporter Messages
57,000
Runners engaged with Powerade activation.
1400
Clappers for Spectators
03
Fitbit winners through Gamification
PROJECT BRIEF
Powerade partnered with Motiv Sports in 2025, as the Official Isotonic Sports Drink Partner. Our aim was to own a mid-way point in every race where we rebrand it as the ‘Powerade Power Zone’ creating an energising and inspiring experience.
Brand Objective: Expanding Powerade’s consumer base from semi-professional/professional athletes, to include people who live an active lifestyle and enjoy sports on a regular basis
MY CREATIVE IMPACT
Starts with identification of what will elevate the runners experience
Hold to Hydrate offered runners a healthy competition in the Powerade Zone, where participant with the longest hang time on our leaderboard wins a FitBit, and every other participant was rewarded with a Powerade bottle before they continue their run. Making the Powerade zone a perfect “Pause for Power”
I also focussed on Building a buzz amongst spectators and support the repositioning of Powerade.
In collaboration with visual artists
BRAND REPOSITIONING STRATEGY
RUNNERS
We pitched two ideas; Hold to Hydrate (which we executed) and Pause to Pedal, both ideas delivered a mix of strength, stamina and a perfect challenge at the race for everyone who’s feeling active and motivated.
For Powerade to represent and build a community where every active runner is cheered louder for, and every spectator is motivated. We invited spectators to write custom messages on Powerade branded signs to show their love and support. We distributed Powerade branded clappers and fans for organic visibility across all three runs.
SPECTATORS
