As the world gears up for a packed calendar of major international sporting events, Powerade is launching a new chapter of its global platform "Pause is Power"—a campaign that highlights the often-overlooked strength found in stillness before the storm of competition. This time, the Coca-Cola-owned brand puts the spotlight on two of football’s most promising young talents: Spain’s Lamine Yamal and Brazil’s Rodrygo Goes.
Crafted by WPP Open X and led by Ogilvy, the campaign seeks to prepare the brand’s presence ahead of high-profile events including the FIFA Club World Cup 2025, FIFA World Cup 2026, FIFA Women’s World Cup 2027, and the 2028 Olympic and Paralympic Games in Los Angeles.
In the ad “The 304”, 17-year-old Barcelona winger Lamine Yamal takes viewers on a personal journey through Rocafonda, the neighborhood where he grew up—postal code 08304. Sitting atop a graffiti-tagged wall and reminiscing about the train platform that took him to training sessions, the spot captures the quiet moments that have shaped his ascent.
Meanwhile, “My First Love”, set to debut in May, will feature Rodrygo Goes—24-year-old Real Madrid striker and Brazilian national player—reflecting on his beginnings in futsal, the fast-paced indoor cousin of soccer that fueled his early passion for the game.
“The goal is to show that performance isn't only about what happens on the field, but what happens before it,” said Matrona Filippou, Coca-Cola’s global hydration, sports, and tea category president. “A pause can be a moment to recharge, focus, and prepare for greatness.”
While past campaigns often spotlighted legendary figures like David Beckham, Powerade’s decision to focus on emerging stars represents a generational shift—one that also resonates with younger audiences navigating their own paths in sport and life. The brand reinforces this message with digital content set to feature everyday athletes, encouraging them to embrace rest as part of performance.
The campaign rollout spans digital, social, and partner media globally, supported by a wide network of agencies including Burson, EssenceMediacom, Hogarth, Village Marketing, and Octagon Brazil.
Importantly, Powerade continues to promote its “Athletes Code”, an initiative introduced last year that protects athletes’ rights to take time off for their well-being without risking endorsement deals. It’s a strong stance in an industry often marked by relentless pressure and burnout.
This campaign follows a March Madness effort that departed from athlete-focused narratives, realigning now with a broader strategy that includes both elite and everyday players. As competitors like Gatorade bring on celebrity voices such as Kendrick Lamar, Powerade doubles down on authenticity—leaning into the human moments that fuel athletic excellence.
In the coming weeks, fans across the globe will be invited to witness the pause before the play, and perhaps be reminded that in sport—as in life—sometimes the strongest move is knowing when to stop.
