• by Danielle Oster , June 13, 2024

Two Team USA powerhouses star in the latest iteration of Powerade’s “It Takes More” campaign, which arrives well before the opening ceremony.

Olympic swimmer Katie Grimes and track and field star Sha’Carri Richardson take center stage in the 2024 Olympics Campaign for the Coca-Cola sports drink brand.

A pair of ads showcase Richardson and Grimes training hard ahead of the games, highlighting the many hours of hard work athletes put in before their big moments, pushing themselves for “more” in preparation of fierce competition.

“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,” Richardson said in a statement.

The ads end by highlighting the purported Powerade benefit over the competition promising “50% more electrolytes vs. the leading sports drink.”

Powerade will also get plenty of camera time due to its sponsorship, with the brand designated as the Official Sports Drink of the Olympic Games Paris 2024, ensuring it will be consumed by athletes “on and off the sidelines at all events.”

Powerade hopes that Olympic sponsorship and its campaign can help it compete for attention this summer with category leader PepsiCo’s Gatorade, which recently launched a campaign the  brand claims is its “largest ever." The launch ad featured star WNBA rookie Caitlin Clark and narration by Michael Jordan.

Powerade’s “It Takes More” will run across national television, digital creative, social media, and retail marketing initiatives, leading up to, and during, the Olympic Games running from July 26 through Aug. 11. The first ad in the Olympics campaign will debut nationally June 24 on NBC, well ahead of the Paris 2024 Olympic Games Opening Ceremony on July 26.