Powerade today, April 23, launched its FIFA World Cup 2026 campaign, per details shared with Marketing Dive. The brand believes its well-rounded campaign has an opportunity to break through during an event that features not only other Coca-Cola brands, like Coke and Dasani, but a host of official and unofficial advertisers, including Mondelēz and Modelo.
“It's going to be tough… but I think how we're going to stand out is two-fold,” said Tom Gargiulo, the chief marketer for Coca-Cola’s advanced hydration portfolio, which includes Powerade, Bodyarmor, Vitaminwater and Smartwater. “We'll obviously have mass market vehicles like TV, digital and social, but on the flip side, we'll have more breakthrough and modernized tactics [as well].”
The integrated campaign, “Power Your Legacy,” will span TV, social, digital and outdoor channels, with in-stadium branding, immersive activations and limited-edition products. It is an extension of Powerade’s previous yearslong campaign platform, “It Takes More,” that the brand has iterated on around at events like March Madness.
“It's basically rooted in the simple truth that legacy is earned through preparation. This brand is all about what you do behind the scenes, and how you get ready for that big moment. That's exactly what the campaign and the spots are all about,” Gargiulo said.
The campaign’s hero video illustrates preparation and performance, at all levels, through the use of slow-motion footage, poetic narration and a dramatic, orchestral soundtrack. At key moments, players are transformed into works of art including painted murals, sculpted statues and a bronze facade on a stadium.
Along with the TV creative, Powerade will also launch a “full blitz” across digital platforms. The brand is planning a shopper sweepstakes that it will launch through a “House of Legends” experience around Yamal; activations at Fanatics Fest in New York in July; and social content from Jesser, a 27-year-old creator best known for his basketball content. Powerade will feature the World Cup on product labels and will introduce a red, white and blue “Legacy Lineup” that will be a summer exclusive available in the U.S. starting April 28.
Soccer as strategic platform
The creative and forthcoming social content features everyday athletes and up-and-coming international stars in Spain’s Lamine Yamal and Brazil’s Rodrygo Goes, who are 18 and 25 years old, respectively. The focus on a younger generation of athletes is in line with the brand’s work to engage younger consumers in the midst of a period when soccer will be in focus, at both men’s and women’s World Cups and the 2028 Summer Olympics in Los Angeles.
“Soccer has been a huge strategic platform for the brand. When you look at the sporting landscape, especially here in the U.S., soccer is the fastest growing sport,” Gargiulo said. “This inflection point is going to be a massive opportunity for the sport of soccer in the U.S., and we want to be right there at the forefront of it.”
Powerade will also have a heavy presence during the tournament, from signage in and around stadiums to elements on the field. The brand will sponsor the Powerade Ball Crew, outfitting young athletes as they support the games, and Powerade Hydration Breaks during each half of play.
Coca-Cola has seen success with sports-focused campaigns around sister brands Powerade and Bodyarmor, the latter of which became the official sports drink of the NCAA around this year’s March Madness tournament.
“Powerade’s integrated activations at local sporting events – such as the FIFA World Cup 2026 CONMEBOL Qualifiers in Latin America and Major League Soccer playoffs in North America – offered exclusive in-person and digital experiences,” the company said in a February earnings release. “These marketing activations, along with bold innovations like Powerade Power Water and Powerade Sours, drove increased shelf space, leading to sports drinks gaining global value share.”
Powerade and Bodyarmor both gained volume and share of market in Q4 2025, per an earnings call. Coca-Cola will announce Q1 2026 earnings on April 28.
