Morant, his father Tee partner with Powerade’s relaunch
Ja Morant’s marketing profile continues to reach new heights. Powerade sports drink is relaunching its brand and making Morant its first athlete partnership in more than five years, with a historical campaign planned ahead.
Morant’s campaign is expected to be the largest in Powerade history. The campaign will feature Morant and his father Tee Morant in Powerade’s “What 50% More Means” commercial. In the commercial, Tee is narrating the video while explaining his son’s grind and journey through a plethora of workout videos .
“I see a lot of myself in a brand like Powerade,” Ja Morant said in a statement.
“I know what it’s like to be underestimated and seeing the vision this team has for the future – and all the hard work that they’re putting in to set themselves apart from the competition – it just feels really authentic for us to team up together and try to shake things up.”
The What 50% More Means campaign is the biggest media investment in Powerade’s history. Memphis artist and noted Grizzlies fan NLE Choppa will have his music featured on a March 14 commercial that will debut during March Madness of the NCAA basketball tournament.
Powerade was created in 1988 and is the No. 3 sports drink across the United States.
The 50% more campaign coincides with the brand announcing a new tasting formula that’s noted as having 50% more electrolytes than Gatorade Thirst Quencher.
Morant notably has been a partner with Bodyarmor sports drink since 2020.
In that time, he’s been featured in commercials and community projects. Last summer, Morant attended the Memphis-based Mt. Moriah Halle Park after he, Bodyarmor and Coke Consolidated
teamed up to refurbish 13 basketball courts across the Memphis area.
The Coca-cola company fully acquired Bodyarmor in November 2021, and Bodyarmor gained responsibility for Powerade’s brand in North America in 2023 with a unified goal of becoming No. 1 in sports hydration.
“Powerade is a dynamic brand with a deep history, but it was time to evolve our game,” Matt Dzamba, Chief Marketing Officer of Bodyarmor Sports Nutrition said in a statement.
“Partnering with a disruptive game-changer like Ja Morant, who truly embodies the spirit of the brand, will help re-energize Powerade as we write the next chapter. We are excited for what lies ahead and there’s no doubt the brand will be a force to be reckoned and a relentless competitor as exemplified by Ja every time he hydrates and hits the hardwood.”