Coca-Cola’s Powerade brand has unveiled its Fifa World Cup 26 campaign, ‘Power Your Fate’, focused on preparation, resilience and hydration as the foundations of performance.
The activity promotes the idea that success is earned through hard work rather than chance, with the brand highlighting its role in supporting athletes at every level, from grassroots to elite.
As the official sports drink of the World Cup, Powerade will hydrate players throughout the tournament and feature prominently across in-stadium environments and wider activations.
A hero film sits at the centre of the campaign, celebrating the discipline and determination behind standout performances. It showcases athletes from South Korea, Mexico, the US and Spain, with pivotal sporting moments reimagined as murals, mosaics and sculptures inspired by local artistic traditions.
Global footballers Lamine Yamal and Rodrygo Goes feature across the campaign, alongside everyday athletes, with additional social content offering behind-the-scenes insight into training routines and preparation.
The campaign will roll out across social, digital, outdoor, TV and broadcaster video on demand, supported by in-stadium branding, fan activations and limited-time product launches.
Powerade will also expand its Field of Play presence with branded coolers and hydration stations, alongside limited-edition squeeze bottles signed by Yamal and Rodrygo, available through select promotions.
In a further activation, street portrait artist Devon Rodriguez will collaborate with athletes to create original artwork on Powerade squeeze bottles, turning them into personalised tributes to effort and progression.
