Powerade Wants to Fuel All Athletes Ahead of the World Cup

Vinet explained that both these campaigns come from close partnership with the talent. He and his team make sure the product and brand resonate with the athletes on an “authentic and genuine” level.

“It’s really a journey from the very first moment we approach talent,” Vinet said. “Sharing with them who we are as a company, what is the brand, what are the products, and ensuring that they believe in what we are trying to do. If they don’t, I don’t think we should continue.”

This is especially important because many of these athletes create their own content. For “Power Your Fate,” Yamal and Goes will also post dedicated social media content giving fans an inside look into their personal routines as they prepare for gameday.

Becoming part of culture

Powerade has also partnered with street portrait artist Devon Rodriguez, who will create art on Powerade Squeeze Bottles in collaboration with the athletes. For Vinet, the partnership is an opportunity for Powerade to embed itself more deeply in culture and reach fans—who have many passions outside of sports—on another level.

“All these passions converge, and the challenge and opportunity as a brand is how we engage in mixing and converging those passions,” Vinet said. “In order to be relevant, we need to have this cultural element which requires us to be authentic.”

Much like the brand’s approach with its athletes, Rodriguez was given creative freedom to design the bottles. A social-only film will feature Rodriguez’s artistic process as he paints Lamine Yamal on a Powerade Squeeze Bottle.

“From a brand point of view, we have an environment and a territory, but we need to let the creativity go because that’s where it becomes much more powerful and impactful at the end,” Vinet said.