Powerade has launched its new marketing campaign for the FIFA World Cup 2026, titled “Power Your Fate”, which aims to encourage athletes to improve their performance through preparation and hydration.

The new campaign aims to spotlight how the hydration drink brand supports athletes at every level to achieve the best results.

Powerade was selected as the official sports drink of the FIFA World Cup and aims to create sales opportunities for retailers with the partnership.

The brand’s creative campaign and social content are fronted by popular and everyday athletes Lamine Yamal and Rodrygo Goes.

The hero film features players from South Korea, Mexico, the US, and Spain and aims to highlight the work and preparation that athletes undergo prior to their games.

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Powerade’s integrated global campaign is set to launch across digital, outdoor, TV and OLV creative platforms as well as in-stadium branding and limited-edition products.

VP at CCEP GB, Rob Yeomans, 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.”

Powerade is also set to launch limited-edition squeeze bottles which are signed by Lamine Yamal and Rodrygo Goes that will be made available with select promotions.

The hydration drinks brand is also teaming up with street portrait artist Devon Rodriguez to create a design for the limited-edition bottles.