Athlete Code changed the rules of sports sponsorship by putting athlete wellbeing first. Instead of expecting constant performance, Powerade introduced a contract clause that allows athletes to pause sponsorship commitments to focus on their mental health without penalty.

By formalizing support rather than talking about it, Powerade turned belief into action. The launch film, directed by Babak Khoshnoud, made a clear statement that real performance also means knowing when to step back.