Powerade Expands ‘It Takes More’ Campaign for 2025 NCAA Tournament

Powerade is back with its “It Takes More to Get This Far” campaign for the 2025 NCAA Tournament, building on last year’s theme. The campaign features two new ads—“The Ladder” and “What It Takes”—led by Ogilvy NY, plus social videos with Powerade’s college ambassadors, including UConn’s Alex Karaban and Arizona’s Caleb Love.

“The Ladder” tells the story of an athlete overcoming obstacles to reach the tournament, while “What It Takes” takes a real-life approach, featuring LSU’s Flau’jae Johnson and her music journey. Powerade continues to highlight the grit and resilience behind every athlete’s success.