POWER BRANDING

Sports brands created the business model of paying elite athletes millions of dollars to own their visual identities and in turn, exploiting their image for billions of dollars.

But at the 2019 High-School All-American Game, Powerade gave all 48 players the power to seize control of their very own professionally designed brand identity before any company can jump in.

We commissioned Juan Carlos Pagan and Rich Tu with the design firm Sunday Afternoon to create a logo for each one of the 48 athletes based on their personal informations.

We created brandbooks and merchandise for each one of them.

That was packaged and delivered to them.

“Women in basketball don’t get their own brands but we got our own. It shines a light on on and I’m just honored to have it.” A.Jackson

Design : Sunday Afternoon (Juan Carlos Pagan / Rich Tu)

CD: Bharat Kumar/ Marcelo Ramires

ACD: Greg Weber/ Michael Costa

CW: Frank Moore/ AD: Alessandra Divizia