In January 2009, following a long-term asset strategy review led by Synergy Consulting, Powerade entered into a partnership with The Great Event Series. Through the Take to the Streets campaign Powerade has been working to get more people active by encouraging people to complete one of the Great Events, such as the Great North Run. The campaign is continually expanding and the Great Event Series currently includes running, swimming, cycling and even dancing.

Synergy led the contract negotiations with Nova International in order to secure the property for Powerade, and following completion of the agreement is continuing to work with the brand in order to integrate the new asset into marketing activity. This involved working with the rights holder as well as supporting several other agencies to provide strategic counsel on integration of the property and use of IP.