Powerade - In 2021, Powerade is labeled its bottles from 0-99 to tell the stories of power underneath every jersey number and empower the athletes who proudly wear them.
THE CHALLENGE: Create an impactful extension of this campaign that would resonate deeply with March Madness athletes and reach through to their avid fanbases, while navigating COVID and NCAA restrictions. Additionally, at a time when gender disparity was elevated to the front pages of newspapers, we encouraged Powerade to double down on their investment in the Women’s NCAA Final Four tournament. We wanted to provide female athletes with an item that they will cherish for the rest of their life and celebrates this monumental athletic achievement.
THE SOLUTION: Developed 1 of 1, custom basketballs for all Women’s Final Four student athletes and coaches, plus legends and influencers, with renowned graphic artist Soles by Sir. Each basketball was personalized with the athletes’ college team colors and their jersey number, while paying homage to the host city, San Antonio. Additionally, we extended branded, thematic kits to all men and women in the Sweet 16.
