POWERADE Calls On Creators For Brand's First-Ever TikTok Challenge In Support of New XTRA SOUR Launch

POWERADE today announced the launch of its latest innovation to the brand’s sports drink portfolio – POWERADE XTRA SOUR.

New POWERADE XTRA SOUR are now available in-stores nationwide and online – and come in three great-tasting flavors including Cherry Kicker, Grape Shocker, and Peach Pucker. POWERADE XTRA SOUR is a limited-time-offer only and will be available in 28 fl. oz. bottles exclusively throughout the summer while supplies last.

The new flavor launch follows the breakout success of last summer’s POWERADE SOUR innovation – bringing even bolder flavors and an XTRA SOUR twist designed to level up the original hit that was a fan-favorite amongst Gen Z consumers.

Prior to that, POWERADE announced an all-new formula, as well as new-look packaging in early 2023. The great-tasting formula comes with 50% more electrolytes vs. Gatorade Thirst Quencher.

To further amplify this launch, POWERADE is announcing a social content challenge to TikTok creators on July 14^th via TikTok's branded mission platform. POWERADE will ask content creators & influencers to create their own POWERADE content via TikTok – showcasing their XTRA summer self and using the #XTRASourMode hashtag with a chance to be paid by the platform and featured across @POWERADE_US social channels. 

POWERADE XTRA SOUR is also available in a zero-sugar version exclusively at Wendy’s. POWERADE XTRA SOUR ZERO SUGAR will be available in the same great-tasting flavors (Cherry Kicker, Grape Shocker, and Peach Pucker) ONLY from Wendy’s Coca-Cola Freestyle® dispensers while supplies last. POWERADE XTRA SOUR flavors will also be available at Wendy’s throughout the summer. 

POWERADE is currently the #2 sports drink across the United States. Starting in 2023, BODYARMOR assumed all responsibility for the POWERADE brand in North America under the BODYARMOR Sports Nutrition umbrella of brands with a unified goal of becoming #1 in Sports Hydration. Since taking over, BODYARMOR Sports Nutrition has re-energized the POWERADE brand, driving sales growth and generating buzz with new and old consumers alike.