Rugby Stars Show Their ‘Innergear’ In New Powerade Campaign

Official Sports Drink of the RFU and WRU captures stars in dramatic poses for new advertising campaign

25th January 2009: Powerade, the Official Sports Drink of the Rugby Football Union (RFU) and Welsh Rugby Union (WRU), today launches a new advertising campaign featuring three rugby superstars as you’ve never seen them before.

Building on the success of the Olympic InnerGear campaign, rugby superstars Steve Borthwick (Captain of the England rugby team), Paul Sackey (England winger) and Shane Williams (Welsh winger and IRB World Player of the Year) have been photographed performing their sport stripped of all their performance clothing, captured without their outer gear. The images highlight their strength, fitness and power and show the effort and commitment that is put into their training to perform at the top of their demanding sport.

The shots, taken in London ahead of the RBS 6 Nations by renowned photographer Alan Clarke, feature the players performing skills integral to their positions and style of play. All three players were specifically chosen to showcase the diversity of skills and talents needed to succeed on the world stage.

Borthwick is pictured using his strength and power to take on the opposition, while Sackey’s speed and agility is highlighted mid-dive as he scores a try and William’s ingenuity and style is captured as he launches himself into a decisive defence splitting pass.

The essence of the Powerade InnerGear concept illustrates that what players put inside their bodies and how they prepare – their InnerGear – is just as important as their outer gear (Sports Kit). Research has shown that as little as a 2% drop in hydration can seriously affect a player’s performance.

The images will form the basis of a print, online and outdoor advertising campaign running on billboards, banners and in press throughout the UK during the RBS 6 Nations.

Steve Borthwick commented: “The InnerGear for an athlete – how we train, what we eat and drink – is as important as what we wear, and it’s great that this campaign brings it to life. Alan’s Images are fantastic and they really capture the essence of what we do everyday. It is one of the most daring shoots I’ve been involved in but it has been loads of fun, even if it has given my team mates plenty of ammunition for changing room banter.”

Cathryn Sleight, Marketing Director, Coca-Cola Great Britain, commented: “The Olympic InnerGear campaign was a huge success and offered fans the chance to see and appreciate the tremendous effort athletes like Rebecca Romero put in to becoming gold medallists. An athlete’s InnerGear is vital to achieve success in all sports at any level and Alan Clarke has captured the essence of this in rugby with the new campaign perfectly. These powerful images offer people the chance to see the real make-up of these global stars and the muscle, power and raw determination it takes to dominate at this level.”

Powerade is the official sports drink and InnerGear of the RFU & WRU. All players will be supplied with Powerade to support their training and performance throughout the RBS 6 Nations tournament. The Isotonic sports drink has been developed by sports scientists to enhance performance through energy and hydration.