EVENT REPORT

Powerade's Sports-Themed Entertainment

August 20, 2001, 12:00 AM EDT

Powerade product relaunch Union Square Tuesday, 08.14.00, 10 AM to 12 PM
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At Powerade's Union Square relaunch, event marketers Hope-Beckham called in various kinds of entertainers to demonstrate the brand's new slogan, “Very real power.” Hordes of models--all painted by Airbrush Shoppe Etc to look like the sports drink's packaging--distributed free samples, while two strongmen raced down 17th Street towing tractor-trailers. Additionally, the Even Flow Bicycle Stunt Team delivered an enormous copper half-pipe where bikers and skaters--the only performers not in spandex or body paint--flew through the air and performed alarming stunts.

Other entertainment included hip-hop music mixed by DJ Enuff, as well as circus performer Anna Jack, who managed to send nine hula hoops into orbit around her body. There was also a trio that performed double Dutch tricks with a twist: the jumper was on a unicycle. The three were booked by Ivy Supersonic, the same promotions specialist who arranged for the models-cum-canvases. The event also included an undersized basketball court, where athletes from Harlem's famous Rucker's Park street basketball league played an exhibition game.

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