Home Sport NBA star Ja Morant becomes Powerade’s first athlete partnership in more than five years

NBA star Ja Morant becomes Powerade’s first athlete partnership in more than five years

Sport — 05/17/2024

Ja Morant’s marketing prominence is reaching new heights. Powerade Sports Drink is relaunching its brand and partnering with Morant for the first time in more than five years, with a landmark campaign planned.


Morant’s campaign is set to be the biggest in Powerade’s history. Morant and his father, Tee Morant, will star in Powerade’s “What 50% More Means” commercial. Tee narrates the commercial while discussing his son’s grind and journey through a variety of exercise videos.

“I see a lot of myself in a brand like Powerade,” Ja Morant stated. “I know what it’slike to be underestimated and seeing the vision this team has for the future – and all the hard workthat they’re putting in to set themselves apart from the competition – it just feels really authenticfor us to team up together and try to shake things up.”

Powerade’s What 50% More Means campaign represents its largest media commitment to date. NLE Choppa, a Memphis artist and notable Grizzlies supporter, will have his music included on a March 14 commercial that will air during March Madness of the NCAA basketball tournament.

Powerade was launched in 1988 and is the third most popular sports drink in the United States. The 50% more promotion coincides with the launch of a new taste formula that has 50% more electrolytes than Gatorade Thirst Quencher.


Morant has been a partner of BodyArmor sports drink since 2020. During that period, he has appeared in commercials and community projects. Morant visited Memphis’ Mt. Moriah Halle Park last summer after collaborating with BodyArmor and Coke Consolidated to rehabilitate 13 basketball courts in the Memphis region.


BodyArmor was entirely acquired by Coca-Cola in November 2021, and in 2023, BodyArmor took over Powerade’s brand in North America, with the shared objective of being the leader in sports hydration.

“Powerade is a dynamic brand with a rich history, but it was time to step up our game,” stated Matt Dzamba, Chief Marketing Officer of BodyArmor Sports Nutrition. “Partnering with a disruptive game-changer like Ja Morant, who truly embodies the brand’s spirit, will re-energize Powerade as we write the next chapter.” We are enthusiastic for what lies ahead, and there’s no doubt the brand will be a force to be reckoned with, persistent