# Inspirational Athlete Campaigns POWERADE Debuts the 'IT TAKES MORE TO GET THIS FAR' Campaign By Kalin Ned | Published 2025-03-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/it-takes-more-to-get-this-far References: [adforum](https://www.adforum.com/news/three-peat-powerade-returns-to-fuel-march-madness-with-latest-it-takes-more-campaign)  In anticipation of March Madness® 2025, [POWERADE](https://www.trendhunter.com/trends/morgans-message) 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](https://www.trendhunter.com/trends/inflation-menu) (NC State). The marketing initiative underscores POWERADE’s role in providing athletes with [enhanced electrolytes to fuel their performance](https://www.trendhunter.com/trends/powerade-xtra-sour). 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 ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 49% | Activity: 60% | Freshness: 37% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Athlete Storytelling Marketing:** Brands are increasingly focusing on narrative-driven campaigns that emphasize the personal journeys and sacrifices of professional athletes. - **Collaborative Sports Partnerships:** Strategic partnerships between sports brands and professional athletes are fueling innovative and personalized marketing campaigns. ### Industries Being Reshaped - **Sports Nutrition:** The sports nutrition sector is evolving with innovative products aimed at optimal hydration and performance for athletes. - **Digital Advertising:** Digital platforms are crucial for brands to reach targeted audiences with engaging and interactive marketing content. - **Retail Activation:** In-store experiences and retail activations are becoming integral components of multi-channel marketing strategies to enhance brand presence. ## Related on Trend Hunter - [Dynamic Basketball-Informed Marketing Campaigns](https://www.trendhunter.com/trends/ncaa-athletes.md) - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Iconic Sports Drink Campaigns](https://www.trendhunter.com/trends/gatorade-canada.md) - [Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/athletic-brewing-company1.md) - [Redesigned Sports Drinks](https://www.trendhunter.com/trends/choose-better-campaign.md) - [Bold Athlete-Centric Campaigns](https://www.trendhunter.com/trends/made-for-athletes.md) - [Student-Athlete Mental Health Initiatives](https://www.trendhunter.com/trends/morgans-message.md) - [Collegiate Athlete-Supporting Brands](https://www.trendhunter.com/trends/collegiate-basketball-players.md)