- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
The Coca-Cola Co., Atlanta, announced that Powerade, the official sports drink of the London 2012 Olympic Games, is offering athletes from around the world the opportunity to train with professional athletes and coaches at the Powerade Sports Academy during the Olympics.
As part of the Powerade Olympic “Power Through” campaign, amateur athletes who live and breathe sports every day will get the opportunity to win the chance to attend the week-long academy where specialist coaches and athletes will tailor sessions to strengthen and condition participants to become better all-around athletes. The roster includes Olympic athlete and former world champion Mechelle Lewis Freeman, National Basketball Association’s John Amaechi and Great Britain’s head Olympic swimming coach Ben Titley.
The Powerade Sports Academy will focus on teaching skills in five different Olympic sports: athletics, swimming, football, cycling and basketball. The program will include inspirational lectures, tips on training and hydration, as well as meals designed specifically for academy participants by nutritionist Beatriz Boullosa.
Coaches who are the driving force behind sporting talent all around the world inspired the campaign, The Coca-Cola Co. says. “Power Through” will reach more than 35 markets with an inspirational story that is spread through TV, out-of-home and print ads, digital experiences, and in-store merchandising.
It also includes a Powerade Hydration Coach app that will be made available to help athletes stay hydrated in training and in competition. The app creates a profile for each user and calculates a “hydration score,” which informs users how much they need to hydrate. The app also allows users to create routes and “check in” with several London landmarks to plan running, walking or cycling routes. The app is available through iTunes and Android App stores.
As the official sports drink of this year’s Olympic games, Powerade will hydrate more than 10,000 athletes across 26 sports on the field of play both in training and game venues. The brand also will be present inside the Globe at the Olympic Athletes’ Village where athletes can customize their own Powerade Sports Bottles, order the Powerade Pro Sports Hydration powder and get hydration tips to help them perform.