Power Through beautifully dramatizes the moment that unifies amateur and professional athletes alike: the point when they feel they can’t go on, when they hit the dreaded ‘wall’ and need that push to Power Through. The campaign draws its inspiration from the coach, whose belief and motivating voice propel athletes past breaking point to breaking through. The coach is a metaphor for Powerade, which rehydrates in those moments of need just as a coach replenishes the spirit with renewed determination. Both encourage amateur and professional athletes to Power Through those tough moments to achieve their sporting ambitions.