In the last 10 years, a new trend in sports has appeared and millions of people get out in the streets everyday for a jog, a group 15k milestone or the new popular race in town. It is a new lifestyle for many people who is eager to adapt any kind of innovation to improve their health and performance.

Powerade, the leading sports drinks with electrolytes, couldn't miss the opportunity to provide the best hydration for today's runners.

The brand knows that runners are worried about hydration, not only because of a health danger of dehydration, but also because a loss of water equal to the 2% of body weight can reduces the runner's aerobic capacity by up to 20%.

Powerade worked with engineers and runners to create a new distribution channel for runners. And this is how it works:

The only thing the runner has to do before setting off on a new run is to download the Non-Stop Hydration app of Powerade and link it to a payment system .

With corporal data and running metrics, the app helps calculate the hydration points on the route and buy your supply of Powerade in advance.

Only when the runner is approaching, the vending machine will dispense a Powerade.

To date the app has been downloaded by 119k users.

The program was initially implemented with 100 new distribution points in the most popular local routes, bringing an increase from 0,6 to 2,1 bottles per runner.

Powerade bottle consumption boomed by a 54% during popular races such as 10k charity races, mid-marathons and marathon in Spain.

All together translates to a 23% boost in national volume.

With no traditional advertising methods, brand presence and affinity supposed an impact in calculated ROI of approximately 440.000$.

Established as the first distribution system that helps the company calculate consumption in advance, it is soon being replicated in further markets.