ADVERTORIAL
COMING BACK STRONG STARTS WITH A PAUSE
In this day and age , we love to see initiatives that are working to get more people active and healthy , and that ’ s why Modern Athlete is proud to support Powerade ’ s “ Pause is Power ” campaign , which is about taking a moment to appreciate the journey , to realise that every pause can lead to a powerful transformation . As part of this campaign , Powerade recently renovated a multipurpose court in Orlando West Park to provide the local community with much-needed modern sporting facilities .
Through its global communications platform , ‘ Pause is Power ,’ which was launched globally in 2022 , Powerade champions the often-overlooked potential of a pause , prioritising wellbeing over winning . The sports drink brand actively takes on the traditional ‘ win at all costs ’ mentality by emphasising the value and regenerative benefits of a pause — a moment for laughter , introspection , community interaction , and recovery .
Unwavering in its belief , Powerade believes that “ coming back strong starts with a pause .” This powerful tagline masterfully encapsulates the brand ’ s commitment not only to provide athletes and ordinary citizens with hydration and replenishment , but also to igniting their inner tenacity to overcome obstacles and re-emerge stronger and even more motivated . Powerade ’ s goal is to ensure that everyone they encounter not only feels empowered and supported , but also emerges stronger and more resilient than before .
COMMUNITY MEETING PLACE
Taking this commitment beyond words , Powerade took a moment to pause and invested in the revitalisation of the popular Orlando West Park , with a makeover of the basketball court into a modernised multipurpose court . With the campaign celebrating its first birthday in November , Powerade marked this special occasion by unveiling the renovated court , to the great excitement of the local community .
Located in Soweto , a township entrenched with historical significance and dynamic cultures , Orlando West Park was unveiled in 2010 , featuring swings , a netball and basketball court , a professional-size football pitch , and a 1km running track . However , the park is more than just a collection of sporting and recreational equipment , it functions as a community meeting place , and Powerade supports various local events there while emphasising the strength gained from moments of rest and reflection .
SUPPORTING THE SUPPORTERS
Ramokone Ledwaba , Marketing Director at Coca-Cola Africa , expressed her excitement about the transformation of the multipurpose court , saying , “ Our history
as a country has those reminisces of not having proper facilities in spaces such as these . So , as an organisation , we want to partner and show up in communities that purchase our products . This makeover reflects our core values and perfectly mirrors our ‘ Coming Back Strong Starts with a Pause ’ tagline .”
“ At Powerade , we believe the revitalisation of the court sculpts a metaphor for the innate strength within us all . Our conviction rests on the premise that everyone ’ s personal best emanates from a pause of physical or mental activity , and we wanted to ensure we created a space for this . We invite the community to embrace this new enhanced court for tranquility , meditation and rejuvenation ,” she continued .
Echoing her excitement , MMC of Community Development in the City of Johannesburg , Councillor Lubabalo Magwentshu , added , “ I am thrilled to witness brands like Powerade embodying the spirit of giving back , recognising the importance of community development through sports , exemplifying the core principles of service delivery and the ‘ Batho Pele ’ principle . We encourage more brands to follow suit and partner with the city .”
COVERING ALL THE BASES
Powerade ’ s commitment to wellbeing and health is not just reflected in its continued support for local athletic events and provision of vital hydration stations during road races , but also through this campaign . As such , the brand is proud to be a part of this inspiring project , making a difference in Orlando and empowering the community through sports . The campaign focuses on participation and fun , and the revamped court symbolises this commitment by offering a space for community wellbeing and recovery .
Through this project , and the campaign as a whole , Powerade wants to send a powerful message to all individuals , underscoring the radiant potential inherent in each pause taken – a moment of rejuvenation that breeds immense strength for the journey ahead – while highlighting the importance of rest and reflection in the fight for greatness , alongside relentless effort . And by remembering that “ Coming Back Strong Starts with a Pause .”
For more information , follow Powerade , on the following social media platforms : Youtube : www . youtube . com /@ poweradesouthafrica • Instagram : @ poweradeza • Facebook : Powerade South Africa
16 ISSUE 164 | www . modernathlete . co . za