Powerade, the official partner of the FIFA 2026 World Cup, has launched a global ‘Power Your Fate’ campaign via WPP Open X.
Ahead of the World Cup, hosted across The United States, Canada and Mexico, Powerade’s global campaign features two soccer stars including Spain’s Lamine Yamal and Brazil’s Rodrygo Goes. Both of whom are Powerade ambassadors and have been since 2025.
The campaign video follows the two soccer stars running soccer drills and playing in stadiums. It cuts to the everyday players, who play simply for the love and spirit of the game. At certain moments, the players are turned into works of art including statues and painted murals.
A narrator said: “While the world sleeps, the legends rise. To meet their fate, with open eyes.”
To compliment the video campaign, both Yamal and Goes will make dedicated social media posts to show their fans the behind-the-scenes of their gameday prep routines.
Lamine Yamal said: “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,”
“Powerade helps me perform at my best and be ready when it counts the most.”
Rodrygo Goes added: “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.”
The Coca‑Cola Company, EVP and chief marketing and customer commercial officer, said: “At Powerade, we believe that owning your power is about choosing to be ready when it matters most,”
“‘Power Your Fate’ for FIFA World Cup 26, is built on the belief that destiny is shaped by preparation, discipline, and focus.”
In its Februrary earnings release, the company said: “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,”
“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.”
The Coca-Cola Company, which owns Powerade, has been a partner of the FIFA World Cup since 1974. It then became an official partner in 1978.
The campaign is set to launch across social, digital, outdoor, TV, and OLV creative, as well as prominent in-stadium branding, limited-time product innovations and fan activations.
