Power Branding

Client

Powerade

Industry

Sports, Beverage

Background

Sports apparel brands created the business model that pays elite athletes millions of dollars in exchange for their visual identities, then exploits those identities to profit by the billions. They become commodities—their image, style, and even initials absorbed as part of the great commercial machine. Powerade wants to disrupt the model, by giving all athletes—not just the elite few—the power to know they can own their own identities.

We worked with designers to create a unique logo for each player.

Then we gave them full rights and ownership of each unique IP, in perpetuity.

The athletes used the logos in their social media, proving to their millions of followers that POWERADE really was putting the power back in the hands of the players.

Idea

At the 2019 McDonald’s All-American Game, we gifted all 48 participants with the power to own their very own, professionally designed brand identity. Most importantly, they received a document, turning over full ownership and the copyright of the design to them, allowing them to use it however they wish, in perpetuity.

We based each design on their moves, nicknames and personalities.

Screen-Shot-2020-07-01-at-1.52.50-PM (1).png

Results

Power Branding was an instant hit with the players, who were in awe of their personal logos. And thanks to the player's respective social followings, the project's impact went far beyond the court.