Coca-Cola’s Powerade, the Official Sports Drink of the London 2012 Olympic Games, rolls out a new initiative as part of its ‘Power Through’ campaign. Amateur athletes now have a chance to train with professional athletes and coaches at the Powerade Sports Academy during London 2012.
The Academy and its coaches and athletes including Olympic Athlete and former World Champion Mechelle Lewis Freeman , NBA basketball star John Amaechi and the UK’s head Olympic swimming coach Ben Titley (GB) will train the participants for a week to help them achieve better shape and performance. They will focus on five different Olympic sports—athletics, swimming, football, cycling and basketball. The amateur athletes will be able to visit lectures on training and hydration and eat meals created specifically for the Academy by leading nutritionist Beatriz Boullosa.
The ‘Power Through’ integrated campaign celebrates sports coaches, as without them good athletes would not become champions. The campaign includes TV, out-of-home and print ads, digital experiences and in-store merchandising spread on more than 35 markets.
During the London Olympics, Powerade will be hydrating more than 10,000 athletes across 26 sports. The brand will launch the ‘Powerade Hydration Center’ at the Olympic Athletes’ Village to allow athletes customizing their own Powerade Sports Bottles, order the Powerade PRO Sports Hydration powder and get hydration tips.
Both athletes and fans will be able to use a specially designed version of the Powerade Hydration Coach app for iPhone and Android. The app calculates a ‘Hydration Score,’ which informs users how much they need to hydrate. Using the app, people can create routes and ‘check in,’ with several London landmarks to plan running, walking or cycling routes.
In the UK, Powerade is giving away free Powerade Olympic Games Sports Bottle with every purchase of its products.