Battle of powers! That is what the rivalry in the sports drink market in the US might look like. Two major players in this race are Pepsi-owned Gatorade and Coca-Cola brand Powerade. Gatorade, nearing its 60 years of existence, still holds its topmost place. However, their dominance is increasingly challenged by relatively younger entrants in the market, especially Powerade, bringing new variants of products into the market. Not only that, the battle has also entered in signing new faces for the brands. While Gatorade boasts iconic athletes like 14x NBA all-star Michael Jordan, Powerade bagged a major success on that front ahead of the Paris Olympics, which might be a jolt to its archrival.

On June 7th, POWERADE launched its ad featuring the reigning world champion, Sha’Carri Richardson. The sports drink brand announced Richardson, alongside swimmer and former Olympian Katie Grimes, as the front-runners for their campaign. With POWERADE’s brand value exceeding $4.25 billion, this partnership is set to boost its visibility, especially with Richardson in the spotlight after securing her spot in the 100m race of the Paris Olympics clocking 10.71s in the trials. While the brand surely counted that, Sha’Carri herself has her reason to choose Powerade over the bigger giant Gatorade.

In a conversation with VIBE on July 16th, Sha’Carri Richardson explained that her choice was guided by a “connection“- a heartfelt homage to her LSU Tigers roots, where she feels a profound bond. After graduating from high school in 2018, Richardson enrolled at Louisiana State University (LSU). Under the banner of the university, she rose to fame in 2019, setting an NCAA collegiate record with a 10.75s run that stands to date. Despite becoming a pro in 2019 after the LSU stint, her heart still belongs to her alma mater.

As she puts it, “POWERADE is an iconic brand, and it’s a brand that I’ve been connected to and have used since my LSU days,” Lady Flash exclusively told VIBE. “Plus, the IT TAKES MORE campaign really resonated with me. I truly believe that the work you put in before the track meet is so important to helping you perform your best and this is the work that takes the most effort. When I looked at everything–plus the fact I love the taste of POWERADE.”

According to healthline.com, Powerade includes more vitamins like magnesium and B vitamins, which are important for overall health and energy production. On the other hand, Gatorade has slightly more calories and sodium, which can be helpful for replenishing electrolytes during strenuous exercise. It seems Scr seems to be a vitamin fiend and we will witness a glimpse of that in Paris.

Looking at how overwhelmingly Favored Richardson is for 100m Olympic gold, this deal might bring Powerade thousands of dollars over its rival Gatorade. And this is not just a wild guess. There have been previous instances where the success of a brand’s face has directly impacted the business of the brand.

Let’s consider Nike and Richardson’s deal, which began in 2019. During the 2023 World Athletics Championships in Budapest, Hungary, Sha’Carri Richardson bagged the 100m title with a personal best of 10.65s. During that race, she donned Nike’s Air Zoom Maxfly pink spikes. Understandably, the pair was widely advertised as “Sha’Carri Richardson’s shoes” after the race. That is the perfect example of marketing ploys used effectively. Puma enjoyed a similar surge back in 2008 because of Usain Bolt’s record in the Beijing Olympics.

In Beijing, at the 100 m final Bolt won in 9.69s finishing well ahead of second-place finisher Richard Thompson, who finished in 9.89 s. Replicating his success in 200m races, he set a new world and Olympic record of 19.30s, earning him the title of ‘The World’s Fastest Man’ and gaining worldwide attention. Puma took advantage of Bolt’s success by launching a special Olympic Collection from July to October 2008, and thus sales increased.

Again in 2012, Puma relied on Bolt’s performances at events like the London Games to boost sales and compete better against rivals like Adidas and Nike. Bolt’s sponsorship was crucial for Puma as it aimed to focus more on selling sports clothing, hoping to increase sportswear sales from 35% to 40% of their total sales, and it succeeded!

Looking at these, Powerade can definitely look to up its position in the sports drink market where they have yet to establish its superiority with only around 30 percent of the market share compared to Gatorade’s over 60 percent (in 2023, according to Euromonitor International data). But they are not alone in harboring the hope. There is a lineup of brands that signed Sha’Carri Richardson ahead of the Olympics. Let us take a look at that.

Sha’Carri Richardson lends her face in all directions of endorsement market

Apart from Powerade, Sha’Carri Richardson got into at least seven more highly publicized deals in the months leading to the Paris Olympics. The portfolio showcases Sha’Carri’s versatility and acceptance as an athlete. Interestingly, that has not been dented even after she had to back out of the Paris Olympics after the doping controversy. The lineup includes diverse genres starting from fashion to technology to beauty.

Olay

Sha’Carri joined the brand in June 2024. Partnering with Olay felt like a full-circle moment for Richardson, who recalled fond memories of the brand from her childhood spent with her grandmother.

Sprite

In May, Sha’Carri inked a historic deal with Sprite making her the first female athlete in history to sign with the multi-billion-dollar Coca-Cola brand.

Danone’s Oikos

In May again, she, alongside Jordan Chiles and Kristie Mewis, joined the brand as part of its “Nourish Your Hustle” campaign. Sha’Carri articulated her excitement about the collaboration, emphasizing Danone’s dedication to fostering change and prosperity, especially in supporting women’s sports.

Whoop

In April, Sha’Carri partnered with the brand, a prominent one specializing in tracking recovery, cardiovascular strain, and sleep. She was hear playfully commenting, “Y’all know… y’all got green machine on the scene. That’s funny,” as she flaunted her matching green nails.

Nike AirMax

In March, Sha’Carri joined her official sponsor to promote its iconic Air Max sneakers. On her personal Instagram, the track star treated her followers to a reel from the shoot, expressing her excitement with the caption: “💅🏾✨🔥 Feeling ❤️ in the new #AirMaxDn.”

Google Android

Once again in March, Sha’Carri announced her collaboration with Google Android alongside Bronny James. In a 56-second snippet that highlighted the AI-powered feature, she teased the Circle to Search feature, tagging it as a “WOW kinda vibe.”

Jacquemus and Nike

In February, Sha’Carri partnered with Jacquemus and Nike for their Spring 2024 collection, letting out her fashionable self. The drop included a stylish fusion of Nike’s sporty vibes and Jacquemus’ chic flair.

Understandably, not only the USA, but these brands will also look up to Sha’Carri for uplifting their status riding on the shoulders of the 24-year-old. Winning at the Olympics could greatly raise Richardson’s profile, leading to even more lucrative sponsorship opportunities. It seems to be a case of success breeds success. It remains to be seen if both sides can reap the benefit of the partnerships.