POWER BRANDING

For high school athletes, nothing says success like getting sponsored and securing your own logo. But the dark side of becoming a brand is that many young stars cede their identities to corporations who exploit them for profit. 

Powerade wasn’t interested in controlling young athletes. We wanted to empower them. So we democratized superstardom, by bestowing custom logos upon all 48 high school athletes named to the Men’s and Women’s teams at the McDonald’s All American game. 

Each player received a custom package with branded apparel, a full brand identity, and–most importantly–the copyright to the design. Their logo is theirs to use as they see fit, in perpetuity, whether they become NBA legends or find success in other fields.