Jimmy Graham Stars in Next Inspirational Chapter of the POWERADE® “Just A Kid” Campaign

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Latest POWERADE campaign showcases football star’s personal story of
resilience on the way to professional triumph

NEW YORK–(BUSINESS WIRE)–As he begins the next chapter of his career in Seattle, POWERADE is
recalling football superstar Jimmy Graham’s humble beginnings. Before he
was a 6-foot-7, 265-pound tight end and considered among the best
professionals to ever play the position, Graham was just a kid from
Goldsboro, N.C. His inspiring story — from state-run group home to
gridiron greatness — is told through the latest creative of the “Just A
Kid” campaign from POWERADE.

The POWERADE “Just A Kid” campaign aims to inspire by taking a
passionate stand for the potential in every young athlete. It supports
the belief that no matter where athletes get their start, or what
obstacles they face in life, they can advance from the very bottom to
the very top through hard work and determination.

The biographical 15-,
30-
and 60-second
spots, titled “Churn,” portray Graham arriving at a community group home
in 1998, where he is immediately confronted by violence, intimidation
and despair. As Graham matures, he develops a mental edge and dominating
physique, which translates to his success on the football field and
basketball court.

“Though my story is deeply personal, everyone has a story that’s totally
unique,” said Graham. “I hope it inspires young athletes to power
through and overcome adversity just as I did. We’re all just a kid from
somewhere. Hard work and dedication makes all the difference.”

The spot is set to a voiceover telling the story of a mouse forced to
overcome its circumstances to survive.

“Jimmy Graham is one of the most recognizable names in football today,
but few people know the obstacles he had to overcome on his path to
greatness,” said Victoria Badiola, senior brand manager, POWERADE. “We
hope athletes who see this campaign take inspiration from Jimmy’s story
and realize he, too, was once just a kid from Goldsboro.”

To further support young athletes, POWERADE has launched an online
marketplace (www.justakidfrom.com)
where fans can design and purchase customized “Just A Kid” apparel
touting the name of their hometown. The collection includes sweatshirts,
T-shirts and hats. Net proceeds from the marketplace will be donated to
the Boys & Girls Clubs of America.

The campaign was developed in partnership with advertising agency
Wieden+Kennedy in Portland, Ore.

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Contacts

The Coca-Cola Company
Lauren Thompson, 404-676-3034
laurenthompson@coca-cola.com