POWERADE's slogan is "Power Through," as of January 2015. This has been POWERADE's tag line since March 2012, and it is an extension of the game science campaign the brand launched in 2011.
POWERADE's slogan is part of a campaign direction that emphasizes underdogs and hard work. The campaign spawned from a brand-positioning exercise that involved ethnographic studies. POWERADE's current campaign is handled by advertising firm Wieden + Kennedy.
Professional basketball players LeBron James and Derrick Rose currently endorse POWERADE, and they are the faces of the "Power Through" campaign. POWERADE also recently released a campaign with the tag line, "There's Power in Every Game,” just before the 2014 FIFA World Cup.