POWERADE Goes For Gold With Sha'Carri Richardson and Katie Grimes In Latest "IT TAKES MORE" Campaign Ahead of Paris 2024

Ahead of the upcoming Olympic Games Paris 2024, POWERADE announced the latest iteration of “IT TAKES MORE.” Building upon the existing brand narrative and current foundation at the Olympic Games, the new national marketing campaign features POWERADE’s recently announced star athlete partners and fan favorites, Sha’Carri Richardson and Katie Grimes, as they set their sights on taking home gold for the United States.

Along with Sha’Carri and Katie, POWERADE’s new “IT TAKES MORE” campaign highlights the years of after-hours dedication, sacrifice, and preparation that athletes everywhere put in behind-the-scenes to reach the world’s biggest stage and aims to inspire the next generation to continue pursuing their goals.

As the Official Sports Drink of the Olympic Games Paris 2024, POWERADE will be on-and-off the sidelines at all events, providing the top athletes with MORE electrolytes to power their drive to perform their best when it matters most.

The full 30 sec spot(s) can be viewed at Youtube.com/PoweradeUS

Considered one of the fastest women of all time, Sha’Carri Richardson is the reigning U.S. National Champion in the 100-meter dash and will be looking to make her lasting mark on the international racing scene at this year’s Olympic Games.

The work and the reps you put in before the starting line, when no one is watching, are what ultimately make the difference at the finish line. It’s what makes the difference when the spotlight is on. As you’ll see in this new spot, POWERADE has been hydrating me every step of the way… when everything is on the line,” said Richardson.

The youngest Olympian at the Olympic Games Tokyo 2020 and already a two-time silver medalist at the World Championships, Katie Grimes is primed to take her efforts to the next level at the Olympic Games and was the 1^st American athlete to qualify for Paris 2024 earlier this year.

“To partner with a brand that I grew up with like POWERADE means a lot to me,” said Katie Grimes. “I couldn’t be more excited to partner in this campaign and work to inspire the next generation of athletes and young women to put in that extra effort to reach their full potential.”

“POWERADE’s an iconic brand with a deep history at the Olympic Games, so we felt it was a perfect fit to partner with two of the top American athletes in their respective sports heading into Paris 2024,” said Tom Gargiulo, BODYARMOR Sports Nutrition CMO. “Both Sha’Carri and Katie embody who we are as a brand, so we’re excited to see this new campaign come to life and showcase to athletes and consumers everywhere that POWERADE offers more than the competition.”

“IT TAKES MORE” will feature activations across national television, digital creative, social media, and retail extensions in the lead up to and throughout the Olympic Games which run from July 26^th through Aug 11^th. The first spot will debut on national TV on Monday, June 24^th on NBC ahead of the Opening Ceremony for Paris 2024.

To learn more, check out @Powerade_US on social.