Powerade has pledged a “more inclusive and progressive athletic partnership” in its newest campaign.

The initiative is part of Powerade’s ‘Pause is Power’ brand platform and was developed by WPP Open X in collaboration with media agency Ogilvy.

Additional contributions came from Burson, EssenceMediaCom, Hogarth, Village Marketing, and VML.

The campaign highlights the ‘Athletes Code,’ a newly introduced contractual provision designed to allow athletes to prioritise their mental health without jeopardizing their sponsorships.

Directed by Babak Khoshnoud of Let it Rip Pictures, the film features prominent athletes such as Olympic gold medalist and U.S. soccer star Alex Morgan, Olympic champion swimmer Tatjana Smith, and South African soccer player Linda Motlhalo, who candidly discuss the pressures of performance and its effects on mental wellbeing.

Morgan, said: “Powerade’s new commitment creates a platform that gives athletes the peace of mind to know they’ll be supported unconditionally. What Powerade is doing offers a level of support and reassurance to athletes at all stages of their journey, especially those who are up-and-coming and chasing their dreams.

“With the incredible pressures athletes face today, whether student-athletes or professionals, I couldn’t be prouder to help create the space for athletes to take the time they need without the fear of consequences.”

Powerade President of global hydration, sports and tea, Matrona Filippou, said: “Powerade has been a long-time partner to athletes around the world, supporting their journeys on and off the field. Following the Olympic and Paralympic Games, we recognised the opportunity to be a stronger ally to our athlete partners.

“We believe that true strength comes from knowing when to pause to come back stronger, and we’re proud to encourage this belief by formally giving them the ability in their contracts to prioritise their mental health. We look forward to continuing to support athletes at every stage of their journey.”