All power to the athletes!

MANILA, Philippines - A “Hydration Revolution” was launched last Feb. 1 at Whitespace Events Hall in Makati City, spearheaded by Powerade Ion 4 and four of the country’s elite athletes: multi-awarded runner and coach Rio dela Cruz, top fitness maven Chinggay Andrada, champion basketball player David Semerad and international football player Neil Etheridge.

The masterminds behind this revolution? The makers of the world’s most popular beverage brands, The Coca-Cola Company.

This sports drink, perfected through years of research and field testing, boasts a new and upgraded formula trusted by top sportsmen across the USA, Canada, Europe, Latin America and Asia.

“Athletes and the growing population of sports and fitness enthusiasts in the Philippines are ready to level their game up.  Some tend to believe that the way to do this is by buying the latest sports gear and equipment. But we must remember that our most important gear is our own body. We need to make sure to properly take care of our ‘inner gear.’ We need a hydration partner that provides us with the essential things we need in order to perform better. Other sports drinks only have two ions. This new formula has four. Powerade Ion 4 is complete with the four electrolytes in the same ratio typically lost in sweat. That is why we are bringing new Powerade Ion 4 in the country — to empower you to complete your game with the complete sports drink,” says Teejae Sonza, group brand manager for hydration, Coca-Cola Philippines.

The elite Powerade Ion4 brand ambassadors: Hardcourt heartthrob David Semerad, fitness diva Chinggay Andrada, and multi-awarded runner and coach Rio dela Cruz posing by the image of the fourth member of the team, international football player Neil Etheridge.

New Powerade Ion 4 helps replenish water and the four key electrolytes typically lost in sweat: sodium, potassium, calcium and magnesium and provide carbohydrate fuel for your muscles. Powerade Ion 4 encourages the body to absorb fluid and maintain fluid balance. Carbohydrates are replaced as well, supplying your working muscles with fuel, helping you sustain mental and physical performance as you exercise. Powerade Ion 4 doesn’t switch your thirst receptors off prematurely. It keeps you feeling thirsty until you’re properly rehydrated.

When sweating, the body loses more than just water. It loses essential electrolytes, which are important in exercise. The importance of each was reviewed by The American College of Sports Medicine, American Dietetic Association and Dietitians of Canada and it was learned that sodium is a critical electrolyte, which helps you sweat effectively and aids in muscle contraction. Potassium, on the other hand, is important in the overall energy metabolism. Calcium is essential for overall bone metabolism. Lastly, magnesium plays a vital role in regulating cardiovascular and neuromuscular functions to sustain your performance. Drinking Powerade Ion 4, packed with these four vital ions, is an effective way to replace fluid and fuel losses.

At the grand unveiling, guests were ushered into a lighted tunnel, which led to Powerade Ion 4’s four sports and fitness kiosks. Sports announcer Paolo Trillo guided participants as they tried out the games and all through the day’s fun fare.

The brand ambassadors brought each of the four ions found in Powerade Ion 4 to life and “fluidly” emerged from the screens.

Neil Etheridge, who is attending training and games as a new member of the Fulham team, conveyed his message:

“Every single time you step on the field you want to be your best so I always choose the best equipment; the best, complete hydration partner. Hopefully with Powerade Ion 4, I get to be one of the world’s best,” says Neil. The 21-year-old football star is the first Filipino to play for a team in the English Premier League — and possibly the first Southeast Asian to achieve such a feat.

Power up: Powerade Tigers Will Antonio and Doug Kramer join the “Hydration Revolution.”

In her speech, Sonza proudly declares: “We have selected these exceptional individuals to represent Powerade Ion 4 for very obvious reasons. We all know they are not only on top of their game, they are also all well-admired achievers. But most of all, they know their respective sports by heart and are very passionate about improving and achieving further. They would never settle for anything less than complete. That’s the kind of attitude and spirit our brand has. It is always up for greater challenges and it always aims to gain complete power. With them, we have a dream team.”

Powerade Ion 4 is available in Mountain Blast, Orange Burst and Silver Charge in the new easy-grip 500ml bottles. The Mountain Blast and Silver Charge variants are also available in sports caps, perfect for rehydrating during exercise. Powerade is a trusted partner of many sports organizations in the country and the world. In fact, it is the official hydration partner of the 2012 Olympic athletes in London.

To learn more about this breakthrough product, go to the Powerade Ion4 Facebook fan page (www.facebook.com/powerade) and/or follow Powerade Ion4 @PoweradePH on Twitter.