POWERADE® Reveals New Brand Ambassador Damian Lillard in Its Latest Inspirational Advertising Campaign
March 10 2017 - 10:35AM
Business Wire
POWERADE announces multi-year partnership with
basketball superstar
From overlooked high-school recruit to unknown mid-major college
star to one of the best professional basketball players in the
world, Damian Lillard’s improbable rise has been driven by sheer
grit and determination. In his first advertising campaign as
POWERADE®’s new brand ambassador, Lillard shows the kind of hard
work it took to ascend from consummate underdog to one of the
greatest players in the game.
This Smart News Release features multimedia.
View the full release here:
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Damian Lillard named new POWERADE brand
ambassador (Photo: Business Wire)
In “No Easy Bucket,” a 30-second spot, Lillard pushes his body
to the limit in a series of punishing workouts, including a
sparring session in the basketball gym with world-renowned boxing
trainer Virgil Hunter. With sweat pouring and his breathing heavy,
Lillard reaches for POWERADE as fuel to power through the
workout.
“My story doesn’t involve an easy road, but a constant, uphill
battle to prove doubters wrong, and I know my fellow underdogs can
relate,” Lillard said. “With POWERADE and this campaign, I want to
inspire young athletes to power through whatever obstacles stand in
the way of their dreams, just like I have.”
The new spot will begin airing during NCAA® Division I men’s
basketball tournament and will be supported by two digital ads,
“Heart” and “Work.”
“Damian Lillard is one of the top basketball players in the
world today, but it’s easy to forget how he came up under the radar
and took the game by storm,” said Shannon Watkins, senior director,
POWERADE. “Some athletes are preordained, but Damian’s story is a
testament to the good that can come from an absolutely relentless
work ethic. POWERADE is excited to tell his story to inspire others
and be a part of his journey. We believe he’s just getting
started.”
The new ad campaign was developed in partnership with
advertising agency Wieden+Kennedy in Portland, Ore. For more
information, please visit POWERADE.com and follow POWERADE
(@powerade) on Instagram and Twitter.
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version on businesswire.com: http://www.businesswire.com/news/home/20170310005431/en/
The Coca-Cola CompanyDebbie Ebalobo,
212-545-6113debalobo@coca-cola.com
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