The Athletes Code
Award: Wood Pencil
Wood Pencil / Health & Wellbeing / Direct / 2025
Award: Shortlist
Shortlist / Experiential: Activation & Participation / Responsible Activations
Award: Shortlist
Shortlist / Impact / Initiative
The Athletes Code is a groundbreaking, legally binding provision embedded in every Powerade athlete sponsorship contract, protecting their right to pause their career and commitments without the risk of losing their sponsorship. To develop this provision, we partnered with athletes, The IOC (Olympics), mental health advocates, and legal experts to craft a protection that truly empowers athletes.
We extended new contracts to all Powerade athletes worldwide to include The Athletes Code.
The Athletes Code is not reversible and will be part of every future Powerade sponsorship contract.
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