Recalling the days when Olympic athletes competed without clothing, Powerade asked some U.K. Olympians to show their form.
Rower-turned-cyclist Rebecca Romero shows off her formidable physique on her bike, and makes the case for sports bras; Triple jumper Phillips Idowu shows off his finely tuned body; buns-of-steel Swimmer Gregor Tait goes for a skinny dip; Phillips Idowu shows the power needed for the broad jump. Powerade is a Coke brand and the marketing director for Coca-Cola Great Britan wanted to celebrate the bodies of the athletes, not just their achievements during the competition.
The photos show the level of training required just to be able to compete at an Olympic level.
What Makes This Trend Stand Out
- Body-positive Advertising
- Opportunity to disrupt traditional beauty standards in advertising by showcasing athletes’ form and training.
- Athlete-driven Marketing
- Opportunity to center marketing campaigns around athletes and their physical prowess to emphasize product efficacy.
- Nude Photography
- Opportunity to explore the intersection between nudity and athleticism for product advertising or artistic expression.
Sectors Adopting This
- Sports Apparel
- Opportunity to champion sports bras like Rebecca Romero or other niche athletic clothing items for specialized athletes.
- Personal Care
- Opportunity to promote wellness products, such as electrolyte drinks or supplements based on athletic training and fitness focus.
- Photography and Art
- Opportunity for photographers to explore the human form in athletic contexts or for artists to comment on nudity, athleticism, and marketing.
