Powerade and The Coca-Cola Company introduced The Athletes Code—an initiative that puts athletes’ mental health front and center.

The Athlete Code ensures that athletes can take breaks for mental health and personal well-being without the risk of losing their sponsorship.

By acknowledging athletes as humans first, the code creates a new standard in sports sponsorships, where taking time to rest isn't just accepted—it's supported and celebrated.

AWARDS

2025 ANDY Awards, Four CLIO Awards, AICP Next Award, and Cannes Lions, acknowledging its focus on raising awareness about mental health in sports.