Pause is Power: Powerade’s Approach to Athlete Mental Health

Powerade just launched The Athletes Code, a new initiative that allows athletes to take a break from their sponsorship commitments to focus on their mental health—without the fear of losing their partnership. This program is part of Powerade’s larger Pause is Power platform, which encourages athletes to step back when they need to and return stronger, not just physically, but mentally as well.

In a powerful 3-minute hero film created by Powerade and Ogilvy New York, athletes like Olympic gold medalist Alex Morgan, and Brazilian Paralympic swimmer Douglas Matera share their personal struggles. The ad shows how athletes are often under immense pressure—not just the physical demands of their sport, but the mental toll that comes with constantly being in the spotlight.

Athletes often face huge expectations to perform at their best, and the pressure to always push through can be overwhelming. But The Athletes Code shows a different side of the conversation—one where mental health matters just as much as physical strength. By offering athletes the ability to take a break without the fear of damaging their career, Powerade is making it clear that taking care of yourself is not just okay—it’s essential.

This campaign is a reflection of where consumers' values are heading. People today want to connect with brands that show real empathy and understanding, especially when it comes to close-to-home topics like mental health. By supporting athletes through their struggles, Powerade is showing that they’re more than just a brand that wants to sell a product—they’re a true partner to the athletes they sponsor. This initiative strengthens Powerade’s relationship with its athletes and fans, creating a deeper, more authentic connection.

The Athletes Code stands out as a powerful reminder that it’s okay to take a step back, recharge, and come back stronger. Powerade is setting a new standard for how brands can support athletes, not just in their victories, but in their real, human struggles.