In anticipation of March Madness® 2025, POWERADE has launched its latest national marketing campaign — titled IT TAKES MORE TO GET THIS FAR. As the Official Hydration Partner of the tournament, the campaign highlights the dedication, sacrifices, and relentless effort required for athletes to excel at the highest level.

IT TAKES MORE TO GET THIS FAR features star college basketball players like Alex Karaban (UConn), Caleb Love (Arizona), and Saniya Rivers (NC State). The marketing initiative underscores POWERADE’s role in providing athletes with enhanced electrolytes to fuel their performance. The campaign will be amplified through TV spots, digital content, social media, and retail activations, with additional collaborations planned, including one with returning partner Flau’jae Johnson.

The initiative builds on the brand’s previous ‘IT TAKES MORE’ campaigns.

Image Credit: POWERADE