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Powerade Teams up with Flau鈥橨ae Johnson to Drop Exclusive Track and Music Video Ahead of March Madness

14/03/2025
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'WHAT IT TAKES' was created by WPP OpenX, led by Ogilvy NY

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鈥橨AE JOHNSON for an exclusive new song, 鈥淲HAT IT TAKES.鈥 Launched in the lead-up to March Madness 2025庐, 鈥淲HAT IT TAKES鈥 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, 鈥淲HAT IT TAKES鈥 is POWERADE鈥檚 second-straight March Madness庐 campaign with Flau鈥檍ae Johnson and builds upon the brand鈥檚 commitment to college sports. As the Official Hydration Partner of March Madness庐, 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.

鈥淲HAT IT TAKES is about the grind, the hustle, and the unwavering belief in yourself,鈥 said LSU basketball standout, Flau鈥檍ae Johnson. 鈥淎s an athlete and an artist, I know firsthand that success isn鈥檛 just about talent 鈥 it鈥檚 about the work you put in every single day. It鈥檚 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.鈥

鈥淔lau鈥檍ae 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,鈥 said Tom Gargiulo, CMO of BODYARMOR Sports Nutrition. 鈥溾橶HAT IT TAKES鈥 is the perfect blend of energy and authenticity, and with March Madness right around the corner, we鈥檙e excited for fans to tune in and turn it up.鈥

Written by Flau鈥檍ae Johnson, the new track 鈥淲HAT IT TAKES鈥 builds upon her existing partnership with POWERADE and further underscores the brand鈥檚 investment into college sports. In 2024, Flau鈥檍ae starred in POWERADE鈥檚 鈥楳ARCH DOESN鈥橳 START IN MARCH鈥 spot 鈥 which was the brand鈥檚 largest college basketball campaign to-date.

An extension of the brand鈥檚 recent 鈥業T TAKES MORE鈥 thematic for March Madness 2025庐 and the previous college football season, 鈥淲HAT IT TAKES鈥 will debut on Friday, MARCH 14th across social media and all streaming platforms 鈥 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鈥檚 and Women鈥檚 tournament. 鈥淲HAT IT TAKES鈥 was created by WPP OpenX, led by Ogilvy NY.

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