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Women’s Sports Are Never ‘Just’ Sports

PR Campaign
Monday 19th October, 2026

POWERADE put a message celebrating women athletes on a digital billboard in Times Square, then extended it across social media. The campaign spotlights their training, determination and achievements amid renewed debate about how women are portrayed in sports advertising.

Why it worked: It hijacked a live controversy with a clean counter-message on a marquee Times Square screen, then amplified athlete-led receipts on social.

The lesson: Consider piggybacking a heated debate with a values-first line in a high-visibility place, then flood socials with proof from real users.

POWERADE
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
marketing-interactive.com Why POWERADE says women’s sports have never been ‘just’ sports | Marketing-Interactive Monday 19th October, 2026
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