Powerade has launched the next evolution of its global platform “Pause is Power,” unveiling a bold 2025 campaign that features two inspirational football stars—Lamine Yamal and Rodrygo Goes. The campaign introduces two short films, “The 304” and “My First Love,” that explore how athletes harness the power of intentional pause before competition to unlock their best performances.

As a brand rooted in sports culture, Powerade continues to emphasize holistic athleticism—celebrating not just competition but the crucial mental and physical preparation that precedes it.

Celebrating the Moment Before the Moment

“True athletic performance isn’t just about the moment of competition – it’s also about what athletes do beforehand to prepare for it,” said Matrona Filippou, President of Global Category – Hydration, Sports & Tea. “We’re excited for fans to see how a moment of pause can fuel readiness, resilience and peak performance.”

The new campaign shines a spotlight on how athletes—professional and everyday—use small rituals and moments of reflection, hydration, and mental preparation to find strength before stepping onto the field.

Lamine Yamal: Strength from Rocafonda

The first film, “The 304,” features rising FC Barcelona star Lamine Yamal, as he taps into his roots in Rocafonda. The ad shows Yamal in a calm, reflective moment imagining himself on the iconic wall of his hometown, using it as a source of inspiration and strength before hitting the pitch.

“Powerade is my go-to for staying hydrated on and off the field,” said Yamal. “For me, it’s about tapping into my roots to help me get ready to perform my best. I love that this campaign gives me a chance to shout-out the 304.”

Rodrygo: Returning to First Love

Rodrygo’s film, “My First Love,” to be released in May, will focus on the Brazilian star’s early passion for futsal. It shows how returning to childhood memories helps him prepare mentally and physically—channeling speed, agility, and focus into his game-day performance.

“The moments leading up to a match are already part of the game,” said Rodrygo. “Powerade helps me stay hydrated and focused, so I can unlock my full potential.”

Positioning for the Global Stage

This campaign sets the stage for Powerade’s involvement in major global sporting events over the next four years, including:

• FIFA Club World Cup 2025

• FIFA World Cup 2026

• FIFA Women’s World Cup 2027

• LA 2028 Olympic & Paralympic Games

The campaign was developed by WPP Open X, led by Ogilvy, with support from Burson, EssenceMediaCom, Hogarth, Village Marketing, VML, 22 Ventures, The Underdogs, Polaris, and Octagon Brazil.

Through this new creative phase, Powerade reaffirms its commitment to empowering athletes at every level—reminding the world that the pause is the power.