Powerade enlists Simone Biles to empower athletes to ‘take a pause’ amid run-up to Olympics

Powerade has launched a new campaign focused on supporting athletes’ mental and physical health, in time for the 2024 Summer Olympics in Paris.

With the help of gymnast Simone Biles and other athletes competing in Paris 2024, such as Olympian CJ Bott, Harrie Lavreysen, Emma Twigg, Lydia Williams and Paralympic Alberto Abarza, the campaign has been created by WPP Open X led by Ogilvy.

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Central to the campaign, “The Vault”, features Biles practising her sport amid a backdrop of media commentary.

Tuning out the noise, Biles begins her routine. As she flips in slow-motion, the voiceover shifts from commentary about her athletic performance to Biles’ voice, reflecting on her decision to “take a pause” against scenes from the personal moments in life that matter most.

The film concludes with Biles reminding herself to “do it for the little girl,” landing as a young admirer looks on from the stands, inspired by Biles’ determination.

Powerade’s parent company Coca-Cola’s, President, Global Category – Hydration, Sports, Coffee & Tea, Matrona Filippou, said: “Powerade has always been committed to empowering athletes and we are thrilled to be partnering once again with Simone Biles, someone who has been transparent about how taking a pause is not an act of weakness, but rather an act of courage and power.

“We’re excited to bring this mindset to the Olympic Games and continue supporting athletes in the pursuit of balancing mental and physical fitness.”

Alongside the campaign, Powerade will create a bespoke Olympic Village experience enabling athletes to prepare mentally and physically for competition and life following the Olympic Games.

This space will include respite, physical recovery, innovative virtual visualisation practices, and safe spaces for conversations around mental health.