# Drink-Branded Athletic Programs Powerade Sports Academy Lets Amateurs Train With the Pros By Katherinev123 | Published 2012-06-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/powerade-sports-academy References: [brandingmagazine](http://www.brandingmagazine.com/2012/06/19/powerade-sports-academy-launches-provides-a-chance-for-amateur-athletes/) & [foodbev](http://www.foodbev.com/news/cokes-powerade-launches-olympic-sports-a) For amateur athletes who have always wondered how the pros have gotten where they are today, the [Powerade Sports Academy](https://www.trendhunter.com/trends/the-athlete-code) training program will give them a unique opportunity to find out. The Powerade Sports Academy is part of the brand's overall '[Power Through](https://www.trendhunter.com/trends/be-love-power-restore)' campaign (watch commercial here) launched for the upcoming 2012 Olympic Games in London, and which encourages and motivates athletes to always "power through" tough moments during training. As part of the program, amateur athletes undergo a week-long course that helps them to perfect their own training programs alongside pro athletes like [NBA](https://www.trendhunter.com/trends/lebron-james-and-lifewtr) star John Amaechi and track and field Olympian Mechelle Lewis Freeman, as well as coaches like Ben Titley, Great Britain's top Olympic swim coach. The Powerade Sports Academy and Power Through campaign celebrates the role of coaches, who are the people motivating athletes to push as hard as they can. According to Powerade's Bachir Zeroual, "Ultimately, it’s the ability to go from “I can’t” to “I can” that defines us as athletes, and very often it’s the belief and motivating voice of a coach that pushes athletes to achieve their potential." ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 34% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Brand-driven Training Programs:** Brands are offering unique training programs that allow amateur athletes to train alongside professionals, providing a disruptive innovation opportunity to revolutionize the traditional training model. - **Motivational Coaching Campaigns:** Brands are launching campaigns that celebrate the role of coaches in motivating athletes to reach their potential, presenting a disruptive innovation opportunity to develop new coaching techniques and technologies. - **Collaborative Training Courses:** Training programs are bringing together amateur and professional athletes, creating a collaborative environment that fosters learning and growth, offering a disruptive innovation opportunity to develop new training methodologies that maximize performance. ### Sectors Adopting This - **Sports Apparel:** Sports apparel companies can create specialized training programs and coaching campaigns to enhance their brand image and provide added value to their customers. - **Fitness Equipment:** Fitness equipment manufacturers can develop innovative training programs and coaching technologies that enhance user experience and performance. - **Sports Beverage:** Sports beverage companies can partner with training programs, offering their products as a fuel source for athletes and creating unique marketing opportunities. ## Related on Trend Hunter - [Athlete-Focused Mental Wellbeing Initiatives](https://www.trendhunter.com/trends/the-athlete-code.md) - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md) - [Empowering Soccer-Inspired Campaigns](https://www.trendhunter.com/trends/renowned-soccer-icons.md) - [Student-Athlete Mental Health Initiatives](https://www.trendhunter.com/trends/morgans-message.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) - [Female-Athlete Hydration Initiatives](https://www.trendhunter.com/trends/gatorade-x-wnba.md) - [Bold Athlete-Centric Campaigns](https://www.trendhunter.com/trends/made-for-athletes.md)