Powerade Unveils The Athletes Code, Championing Mental Health In Sports [Forbes]
Coca-Cola Company (The) (KO)
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Source: Forbes
Code—a groundbreaking initiative that puts athletes' mental health at the forefront. This contractual provision ensures athletes can take needed breaks without jeopardizing their sponsorships. This initiative builds on the 2022 “Pause is Power” platform, where Powerade continues to challenge the “win at all costs” mentality to protect athletes' well-being. Athletes at all levels are in high-pressure environments which often come with high expectations. This pressure to perform can have a negative impact on their mental health, sometimes demanding time away from their sport and obligations. Those athletes with brand partnerships often worry about how their decisions might negatively impact these sponsorships. The Athletes Code provides a solution for this challenge by giving athletes the freedom to focus on their mental health without risking their partnerships. Matrona Filippou, President, Global Hydration, Sports, Coffee & Tea for The Coca-Cola Company, sat down with me to discus
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