- Global Campaign Featuring Lamine Yamal and Rodrygo Goes Highlights Relentless
- Preparation and Superior Hydration for Peak Performance
Powerade, a proud brand of The Coca-Cola Company, today announced the launch of its FIFA World Cup 26™ campaign, “Power Your Fate™”. A global movement, “Power Your Fate” inspires athletes to take control of their performance through relentless preparation and superior hydration. Powerade’s new “Power Your Fate” platform celebrates the idea that an athlete’s destiny isn’t left to chance, it’s earned through preparation, grit, and determination. The platform spotlights how Powerade fuels athletes at every level to put in the work, seize their moment and turn effort into legacy.
Powerade is the official sports drink of the FIFA World Cup 26™ keeping participating athletes hydrated during every moment on the pitch. New creative spots and social content will feature both every day and elite athletes, including global football stars Lamine Yamal and Rodrygo Goes.
Powerade’s new hero film is an ode to effort, celebrating the grind, focus, and belief that transform players into legends. The film celebrates extraordinary moments of effort – turning the work, preparation, and belief athletes pour into their game into powerful cultural tributes that honor their dedication.
Featuring athletes from South Korea, Mexico, the U.S., and Spain, the film showcases heroic moments reimagined as works of art such as murals, mosaics, and sculptures in styles unique to their cultures. Each piece becomes a testament to preparation meeting performance, embodying Powerade’s belief that readiness can turn ambition into lasting legacy.
“It is my dream to play in a FIFA World Cup™, and I will do what I always do – play with joy and give everything I have,” said Lamine Yamal. “Powerade helps me perform at my best and be ready when it counts the most.”
Rodrygo Goes adds, “As athletes, we train for the big moments that define us. So, when adversity hits in your career, it’s all about taking control and owning the comeback – the very definition of powering your fate. This means having the discipline, the mindset, and the hydration to keep you pushing towards getting back on the field. I’m extremely proud to partner with Powerade, who supports me in committing to the recovery so I’m ready for the next defining moment.”
Powerade’s integrated global campaign for FIFA World Cup 26™ will span social, digital, outdoor, TV, and OLV creative, as well as prominent in-stadium branding, limited-time product innovations, immersive fan activations, and more. Dedicated social storytelling will also spotlight Lamine Yamal and Rodrygo Goes, offering a behind-the-scenes look into the preparation rituals and mindset that fuel their performance.
Powerade continues to innovate across its Field of Play (FOP) items in partnership with FIFA. Building on its expanded portfolio of FOP offerings, including branded coolers and hydration stations. Powerade will also introduce limited-edition squeeze bottles signed by Lamine Yamal and Rodrygo Goes which will be made available to consumers through select promotions.
Powerade is also partnering with celebrated street portrait artist Devon Rodriguez. Known for capturing authentic human moments, Rodriguez will collaborate with both elite and rising athletes to immortalize their defining performances on a unique canvas: Powerade Squeeze Bottles. This initiative transforms each bottle into a powerful, personal testament to the preparation and grit that shape an athlete’s journey.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Major sporting moments like the FIFA World Cup 26™ create a strong sales opportunity for retailers, and Powerade’s ‘Power Your Fate’ campaign is designed to help them maximise it. By tapping into the excitement of the tournament and growing demand for performance hydration, the campaign will drive standout in-store and give shoppers a compelling reason to engage with the sports drinks category. We’d encourage retailers to get behind it with impactful displays to drive incremental sales across key matchday and on-the-go occasions.”
“Power Your Fate” global campaign was created by WPP Open X, led by AKQA and supported by EssenceMediacom, Ogilvy, VML, and talent agency partner 22Ventures.
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