POWERADE - Experiential-
Long ago, the major sports apparel brands created the business model that pays elite athletes millions of dollars in exchange for their identities, then exploits those identities to profit by the billions. Athletes become commodities—their image, style, and even initials become part of the great commercial machine.
Powerade believes in empowering all athletes, not just the elite few. And we wanted to put the power back in these athletes’ hands. Thus our idea: Power Branding. At this year’s High School Basketball All-American Game, we bestowed all 48 participants of the men’s and women’s teams with the power to own their very own, professionally designed brand identity. So, whether these athletes go pro or not, they all know they have the power to own their own identity. Each player received beautiful custom kits, full of gear bearing their bespoke logos. Most importantly, they also received a document, turning over full ownership and copyright of the design to them, allowing them to use it however they wish, in perpetuity.