Jesus “Tecatito” Corona is the latest inspirational athlete featured in the POWERADE “Just a Kid” campaign. Corona joins a roster of athletes who have overcome 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.
The 23-year-old Mexican-born prodigy is considered by many to be the country’s next big soccer star. Corona’s skills and electric style have landed him spots on pro clubs around the world, from Monterrey to the Netherlands to Portugal.
“Just a Kid” campaign creative with Corona will include a 30-second TV commercial depicting his journey from humble beginnings in Hermosillo to soccer’s biggest stage, as well as social, on-the-ground, PR and retail activations.
“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 campaign’s latest chapter is rolling out ahead of the POWERADE-sponsored Copa America Centenario, the largest soccer event hosted in the U.S. in more than 20 years. The Copa America Centenario, which honors 100 years of the Copa America tournament, is taking place in 10 cities across the United States for the first time from June 3-26. The top goal scorer of the tournament will win the Copa America Centenario Golden Boot, presented by POWERADE.
The POWERADE “Just a Kid” commercial featuring Corona – who will play for the Mexican National Team at the Copa America Centenario tournament – will air during tournament the coverage on FOX Sports and Univision.
To further support young athletes, POWERADE’s online marketplace allows people to design and buy 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 are donated to the Boys & Girls Clubs of America.