As the madness of March descends, Powerade is turning up the volume—literally. The brand has partnered with Louisiana State University basketball standout and rising hip-hop artist Flau’Jae Johnson to drop an exclusive new track and music video, What It Takes, just in time for the 2025 NCAA tournaments.
The high-energy anthem is more than a pump-up song—it’s a rallying cry for athletes and fans who know that greatness takes grit. Written and performed by Johnson, the track celebrates the long hours, early mornings, and relentless drive that define champions. It’s a natural extension of Powerade’s “It Takes More” campaign, reinforcing the brand’s message that true performance comes from pushing beyond your limits.
“What It Takes is about the grind, the hustle, and the unwavering belief in yourself,” said Johnson. “As an athlete and an artist, I know success isn’t just about talent—it’s about what you do when no one’s watching. Working with Powerade and Lyrical Lemonade has been an incredible experience, and I hope this song motivates the next generation of athletes to go all in.”
The campaign includes a visually bold music video from none other than creative powerhouse Lyrical Lemonade. This marks the second year in a row Powerade has teamed up with Johnson for March Madness—building on their standout 2024 ad “March Doesn’t Start in March,” the brand’s largest college basketball campaign to date. Watch below:
“Flau’Jae is an exceptional talent, both on the court and behind the mic,” said Tom Gargiulo, CMO of BODYARMOR Sports Nutrition. “We wanted this campaign to showcase her passion and reflect the energy and authenticity of March Madness. ‘What It Takes’ hits every note.”
Released on March 14, the campaign spans national TV, social platforms, digital media, and out-of-home placements. As the Official Hydration Partner of March Madness® Powerade is fueling athletes with more electrolytes—and now, more beats.
So whether you’re lacing up for game day or hyping up your watch party, tune in and turn it up—because Powerade and Flau’Jae just dropped the soundtrack for the season.
CREDITS:
BRAND: Powerade
AGENCY: Lyrical Lemonade
AGENCY: Ogilvy
AGENCY: WPP Open X
REELated:
Adidas launches “Female Field” initiative to empower Arab Girls in sports
