For decades, sports brands have profited from athletes by owning their identities. Powerade set out to challenge that model. At the high school basketball All-American Game, we created Power Branding, giving all 48 men’s and women’s players their own professionally designed brand identity. Each athlete received custom gear and full ownership of their logo, empowering them to control their image whether they go pro or not. The idea resonated immediately, spreading across social as players shared their brands beyond the court.