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POWERADE is taking its game to the next level, blending sports and music, and teaming up with athlete partner, Louisiana State University (LSU) basketball star and rising hip hop artist FLAU’JAE JOHNSON for an exclusive new song, “WHAT IT TAKES.” Launched in the lead-up to March Madness 2025®, “WHAT IT TAKES” serves as an anthem for athletes and fans alike, celebrating the journey of perseverance, passion and pushing past the limits to make it to the top.

Accompanied by a new music video produced by multimedia powerhouse LYRICAL LEMONADE, “WHAT IT TAKES” is POWERADE’s second-straight March Madness® campaign with Flau’jae Johnson and builds upon the brand’s commitment to college sports. As the Official Hydration Partner of March Madness®, POWERADE supports athletes on-and-off the field and provides them with MORE electrolytes to power their journey to perform their best when it matters most.

“WHAT IT TAKES is about the grind, the hustle, and the unwavering belief in yourself,” said LSU basketball standout, Flau’jae Johnson. “As an athlete and an artist, I know firsthand that success isn’t just about talent – it’s about the work you put in every single day. It’s been incredible working with POWERADE and Lyrical Lemonade to bring this vision to life and inspire the next generation of athletes to push the boundaries and reach for their goals.”

“Flau’jae is incredibly talented both on the court and in the studio, and we wanted to create something that truly reflects her passion for both sports and music,” said Tom Gargiulo, CMO of BODYARMOR Sports Nutrition. “’WHAT IT TAKES’ is the perfect blend of energy and authenticity, and with March Madness right around the corner, we’re excited for fans to tune in and turn it up.”

Written by Flau’jae Johnson, the new track “WHAT IT TAKES” builds upon her existing partnership with POWERADE and further underscores the brand’s investment into college sports. In 2024, Flau’jae starred in POWERADE’s ‘MARCH DOESN’T START IN MARCH’ spot – which was the brand’s largest college basketball campaign to-date.

An extension of the brand’s recent ‘IT TAKES MORE’ thematic for March Madness 2025® and the previous college football season, “WHAT IT TAKES” will debut on Friday, MARCH 14th across social media and all streaming platforms – including a full-length music video via YouTube. The campaign features activation across national television, digital creative, out-of-home, and social media extensions lasting throughout both the Men’s and Women’s tournament. “WHAT IT TAKES” was created by WPP OpenX, led by Ogilvy NY.