Powerade has produced a set of print advertisements featuring nude English Olympic athletes. Track cyclist Rebecca Romero, triple jumper Philips Idowu and swimmer Gregor Tait each appear in photographs taken by Nadav Kander. The campaign, launched on August 4, demonstrates that the key to athletic success is more related to the inner body than the outer clothes.
Idowu said: ‘This is definitely one of the more unusual shoots I’ve taken part in, but also one of the most enjoyable. Nadav made us all feel really comfortable, and we had a lot of fun. The Inner Gear for an athlete – how we train, what we eat, drink and when we sleep – is as important as what we wear, and it’s great that a campaign like this brings it to life.’
Cathryn Sleight, marketing director for Coca-Cola Great Britain which produces Powerade, added: ‘Everyone is used to seeing athletes in competition or winning, but we wanted to give people the chance to see the real make-up of an athlete and their muscle and power, celebrating the body and spirit and the hard work that goes into training for all athletes whatever your level.’
The Powerade campaign was developed at Mother London.
See the InnerGear campaign online at PowerAde Great Britain.