Powerade® Unveils "Power Your Fate" campaign for FIFA World Cup 26™

Global Campaign Featuring Lamine Yamal and Rodrygo Goes Highlights Relentless Preparation and Superior Hydration for Peak Performance

ATLANTA, GEORGIA (April 23, 2026) – Powerade, a proud brand of The Coca‑Cola Company, today announced the launch of its FIFA World Cup 26™ campaign, “Power Your Fate™” A global movement, “Power Your Fate” inspires athletes to take control of their performance through relentless preparation and superior hydration. Powerade’s new “Power Your Fate” platform celebrates the idea that an athlete’s destiny isn’t left to chance, it’s earned through preparation, grit, and determination. The platform spotlights how Powerade fuels athletes at every level to put in the work, seize their moment and turn effort into legacy. 

“At Powerade, we believe that owning your power is about choosing to be ready when it matters most,” said Manolo Arroyo, EVP and Chief Marketing and Customer Commercial Officer, The Coca‑Cola Company. “‘Power Your Fate’ for FIFA World Cup 26™, is built on the belief that destiny is shaped by preparation, discipline, and focus.”

Powerade is the official sports drink of the FIFA World Cup 26™, keeping participating athletes hydrated during every moment on the pitch. New creative spots and social content will feature both every day and elite athletes, including global football stars Lamine Yamal and Rodrygo Goes. 

Powerade’s new hero film is an ode to effort, celebrating the grind, focus, and belief that transform players into legends. The film celebrates extraordinary moments of effort—turning the work, preparation, and belief athletes pour into their game into powerful cultural tributes that honor their dedication. 

Featuring athletes from South Korea, Mexico, the U.S., and Spain, the film showcases heroic moments reimagined as works of art such as murals, mosaics, and sculptures in styles unique to their cultures. Each piece becomes a testament to preparation meeting performance, embodying Powerade’s belief that readiness can turn ambition into lasting legacy.  

"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,” said Lamine Yamal. “Powerade helps me perform at my best and be ready when it counts the most.”

Rodrygo Goes adds, “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."

Powerade’s integrated global campaign for FIFA World Cup 26™ will span social, digital, outdoor, TV, and OLV creative, as well as prominent in-stadium branding, limited-time product innovations, immersive fan activations, and more. Dedicated social storytelling will also spotlight Lamine Yamal and Rodrygo Goes, offering a behind-the-scenes look into the preparation rituals and mindset that fuel their performances.   

Powerade continues to innovate across its Field of Play (FOP) items in partnership with FIFA. Building on its expanded portfolio of FOP offerings, including branded coolers and hydration stations. Powerade will also introduce limited‑edition squeeze bottles signed by Lamine Yamal and Rodrygo Goes which will be made available to consumers through select promotions. 

Powerade is also partnering with celebrated street portrait artist Devon Rodriguez. Known for capturing authentic human moments, Rodriguez will collaborate with both elite and rising athletes to immortalize their defining performances on a unique canvas: Powerade Squeeze Bottles. This initiative transforms each bottle into a powerful, personal testament to the preparation and grit that shape an athlete's journey. 

About The Coca‑Cola Company

The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Fuze Tea, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.