Powerade named NBA player Damian Lillard as its newest brand ambassador.
In his first advertising campaign, a 30-second spot called “No Easy Bucket,” Lillard puts himself through punishing workouts, including a sparring session in the basketball gym with boxing trainer Virgil Hunter.
“My story doesn’t involve an easy road, but a constant, uphill battle to prove doubters wrong, and I know my fellow underdogs can relate,” Lillard said. “With Powerade and this campaign, I want to inspire young athletes to power through whatever obstacles stand in the way of their dreams, just like I have.”
The new spot will begin airing during NCAA Division I men’s basketball tournament and will be supported by two digital ads, “Heart” and “Work.”
“Damian Lillard is one of the top basketball players in the world today, but it’s easy to forget how he came up under the radar and took the game by storm,” said Shannon Watkins, senior director, Powerade. “Some athletes are preordained, but Damian’s story is a testament to the good that can come from an absolutely relentless work ethic.”
The new ad campaign was developed in partnership with advertising agency Wieden+Kennedy in Portland, OR.
Photo courtesy Powerade
