Pause is Power: Powerade reframes sports performance culture with new Springboks edition and brand ambassador Sacha Feinberg-Mngomezulu.
In a world where relentless hustle has become synonymous with high performance, Powerade® is ushering in a paradigm shift, redefining what it means to succeed through the lens of balance. Through its global Pause is Power platform and new rugby campaign in South Africa, the brand celebrates moments of rest and recalibration as essential elements on the path to greatness as it introduces the Powerade® Springboks Edition and brand ambassador, rugby rising star Sacha Feinberg-Mngomezulu.
A New Era in Sports Culture
In sport, very few moments are more charged than the pause before a game-winning kick. It’s in this instant of quiet, a breath held by millions, that composure and readiness converge into greatness. Powerade® spotlights this pivotal moment in its rugby campaign and reframes these pause moments as defining acts of strength, spotlighting the preparation and recovery rituals that build champions.
“In the high-stakes world of rugby, pause is not just preparation —it’s power.” said Franscoe Bouwer, Senior Director of Frontline Marketing at Coca-Cola South Africa. “This campaign challenges the norm that pushing harder is the only path to success and empowers everyday and professional athletes, to pause, reset and rise stronger.”
The campaign reaffirms the Pause is Power platform and the Athletes’ Code, a global contractual amendment that allows all Powerade® sponsored athletes to pause their commitments to prioritize their mental health and recovery, without fear of losing their sponsorship. This groundbreaking initiative reinforces the brand’s mission to nurture the full journey of every athlete, physical, mental, and emotional.
The new brand ambassador
Rising star and the SA Rugby Young Player of the Year, Sacha Feinberg-Mngomezulu embodies the values of dedication and resilience, making him the ideal Powerade® ambassador to inspire future generations. His involvement begins with a visual campaign supporting the brand’s “Pause is Power” initiative, aiming to inspire a new wave of athletes to take a break and prioritize their mental health and physical well-being.
“Partnering with Powerade® has been a dream of mine since I was a kid and launching this partnership with a campaign that aligns so closely with my journey as an athlete is incredibly exciting.” – Sacha Feinberg-Mngomezulu.
“For me, it’s about more than just hydration, this campaign reflects my belief that rest isn’t a weakness but a vital part of success. I’m proud to share that Pause is Power message with the world, because respecting the pause is crucial both on and off the field.” he said.
Powerade® Springboks Edition, the Fuel for Champions
To celebrate South Africa’s rugby icons, the brand launched the Powerade® Springboks Edition. Athletes and fans can unleash their inner champion and fuel their performance with a refreshing beverage that embodies the spirit of South Africa’s homegrown world champs. Whether you’re hitting the gym, tackling your toughest training session, or cheering from the stands, you can replenish your body and mind with bold hydration. “Our sponsorship of SA Rugby is about creating meaningful experiences and lasting memories for fans and athletes alike,” said Bouwer.
With the Springboks Edition and new brand ambassador, Powerade® enters a new era in sports culture, inspiring South Africans to embrace balance, resilience, and recovery as core elements of their success story. Through the campaign the brand aims to connect with consumers and rugby fans across platforms and communities, embedding the principles of pause and balance into the DNA of performance culture.
The Powerade® Springboks Edition is available at retailers nationwide. For more information on Powerade and the campaign, visit coca-cola.com and our social media pages @PoweradeAfrica.
