Powerade Launches 'The Athletes Code' as a Commitment to Supporting Mental Health in Sports

POWERADE has announced The Athletes Code, a commitment to a more inclusive and progressive relationship with athlete partners to support their mental well-being. Launching in partnership with Olympic Gold Medalist and World Cup Champion, US footballer Alex Morgan, Olympic gold medalist swimmer Tatjana Smith, South African footballer Linda Motlhalo, and Brazilian Paralympic swimmer Douglas Matera, Olympic Cyclist sensation Mathilde Gros, 5-time Olympic Gold Medalist Harrie Lavreysen, French Paralympian Florian Jouanny and Table Tennis star Dmitrij Ovtcharov. The Athletes Code is a contractual provision that allows athletes to pause their partnership commitments to focus on their mental well-being, without losing their sponsorship.  

The Athletes Code launches at a time when athletes are under immense pressure to perform, often at the cost of their mental health, as stepping away to address these needs could risk their sponsorships. This new contractual protection developed by POWERADE provides athletes with the time and space they need to care for their mental health, and most notably, ensures the continuation of their sponsorship with POWERADE. 

Inspired by athletes and their courage to speak up openly about such an important topic, The Athletes Code underscores POWERADE’s core values of inclusion and dedication to fully protecting their athletes, who may need to pause their partnership commitments to support their mental wellbeing.   

The Athletes Code launches with support from Team Powerade, a global roster of international athletes who represent the embodiment of strength, resilience and dedication. Alex Morgan, Tatjana Smith, Linda Motlhalo, Douglas Matera, Mathilde Gros, Harrie Lavreysen, Florian Jouanny and Dmitrij Ovtcharov bring The Athletes Code to life through powerful storytelling that captures their firsthand experience with navigating mental health amid the intense pressures of unrelenting performance demands. In addition to sharing their personal stories, these athletes reflect on the role of mental health support in sports, their appreciation for sponsors who champion athlete well-being, and the meaningful change they believe The Athletes Code will create for current and future partners. 

POWERADE’s athletes bring The Athletes Code to life through powerful storytelling that captures their firsthand experience with navigating the intense pressures of unrelenting performance demands and the impact it can have on mental health. In addition to sharing their personal stories, these athletes reflect on the role of mental health support in sports, their appreciation for sponsors who champion athlete well-being, and the meaningful change they believe The Athletes Code will create for current and future partners. 

“POWERADE’S new commitment creates a platform that gives athletes the peace of mind to know they’ll be supported unconditionally,” said Alex Morgan. “What POWERADE is doing offers a level of support and reassurance to athletes at all stages of their journey, especially those who are up-and-coming and chasing their dreams. With the incredible pressures athletes face today, whether student athletes to professionals, I couldn’t be prouder to help create the space for athletes to take the time they need without the fear of consequences.”   

An extension of POWERADE’s “Pause is Power” platform, The Athletes Code continues to challenge the “win at all costs” mentality and continues the conversation around fully protecting athletes’ wellbeing. 

“POWERADE has been a long-time partner to athletes around the world, supporting their journeys on and off the field,” said Matrona Filippou, president, global hydration, sports and tea. “Following the Olympic and Paralympic Games, we recognised the opportunity to be a stronger ally to our athlete partners. We believe that true strength comes from knowing when to pause to comeback stronger, and we’re proud to encourage this belief by formally giving them the ability in their contracts to prioritise their mental health. We look forward to continuing to support athletes at every stage of their journey." 

POWERADE’s "Pause is Power" platform, which first debuted in 2022, defines pausing as the key to powering and prioritising life over winning. Now in the brand’s third year of this journey, POWERADE consistently advocates the "Pause is Power" narrative through creative campaigns and community-level activations that inspire passionate people around the world to experience the power in pause.   

The Athletes Code was created by WPP Open X, led by Ogilvy and supported by Burson, EssenceMediaCom, Hogarth, Village Marketing and VML. The hero film and supporting creative was developed by Ogilvy New York, and directed by Let It Rip Pictures director Babak Khoshnoud.