Consumers, on average, own 3.7 reusable beverage carriers and water bottles.  Powerade asked Maxx to create a carrier that would differentiate theirs from others in this highly-saturated market and create a consumer purchase incentive that promotes consumption on and off the playing field. Knowing that athletes drink Powerade on the world’s biggest sports stages and are seen by billions, Maxx leveraged this visibility to develop a consumer bottle inspired by the brand values and the athletes who drink it.  Top players were caught on camera frequently drinking from the Powerade Bottles at the 2016 FIFA World Cup.  Click here to view the video.