POWERADE® Recruits Mexican Soccer Phenom Jesus “Tecatito” Corona for “Just a Kid” Campaign
June 01 2016 - 12:12PM
Business Wire
The soccer star’s inspiring personal narrative
to be told in a television commercial debuting during the 2016 Copa
America Centenario
POWERADE® is partnering with Jesus “Tecatito” Corona as part of
its “Just a Kid” campaign, which aims to inspire by taking a
passionate stand for the potential in every young athlete. Corona
joins a roster of athletes featured in the campaign who have
overcome incredible barriers and adversity, including Derrick Rose
and Jimmy Graham, as well as U.S. Olympic athletes Claressa Shields
and Lopez Lomong and U.S. Olympic hopeful Shakur Stevenson.
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Jesus "Tecatito" Corona stars in new
POWERADE "Just a Kid" campaign (Photo: Business Wire)
The expectations couldn’t be higher for Jesus “Tecatito” Corona,
the Mexican-born soccer prodigy considered by many to be the
country’s next big star. His advanced skills and electric style of
play have landed him spots on professional clubs around the world,
from Monterrey to the Netherlands to Portugal. Despite those who
doubted him along the way, this young athlete has already
accomplished so much, all by the age of 23. As Corona gears up to
spend the summer playing for the Mexican National Team at the
historic 2016 Copa America Centenario, he remains humble and
focused as “just a kid” from Hermosillo.
“In Corona, there is the story of an athlete whose undeniable
talent eventually silenced the critics and doubters he faced early
in his career,” said Shannon Watkins, group brand director,
POWERADE. “He bravely pursued his dream with incredible success,
and we fully expect he’ll make his hometown and country proud
during Copa America Centenario this summer. We look forward to
sharing his story along the way.”
The “Just a Kid” campaign creative featuring Corona is rolling
out now ahead of the POWERADE-sponsored Copa America Centenario.
The once-in-a-lifetime Copa America Centenario, which honors 100
years of the Copa America tournament, is taking place in ten cities
across the United States for the first time from June 3-26, and
will be the largest soccer event hosted in the U.S. in over twenty
years. The top goal scorer of the tournament will win the Copa
America Centenario Golden Boot, presented by POWERADE.
“Just a Kid” campaign creative with Corona will include POS,
social, on-the-ground activations, PR, retail and a 30-second
television commercial depicting Corona’s journey from his humble
beginnings in Hermosillo to soccer’s biggest stage. This commercial
will air on FOX Sports and Univision Deportes in the coverage of
Copa America Centenario. The "Just a Kid" campaign was developed in
partnership with advertising agency Wieden+Kennedy in Portland,
Ore.
To further support young athletes, POWERADE’s online marketplace
(www.justakidfrom.com) allows people to design and purchase
customized "Just a Kid" apparel touting the name of their hometown.
The collection includes sweatshirts, T-shirts and hats and is
available in English and Spanish. Net proceeds from the marketplace
are donated to the Boys & Girls Clubs of America.
For more information, please visit www.justakidfrom.com and
follow POWERADE (@powerade) on Instagram and Twitter.
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