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

Building on the success of the Olympic InnerGear campaign, Synergy and Powerade commissioned rugby superstars Steve Borthwick (Captain of the England rugby team), Paul Sackey (England winger) and Shane Williams (Welsh winger and 2008 IRB World Player of the Year) to be photographed performing their sport stripped of all their performance clothing, captured without their outer gear.   

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). 

The campaign will run throughout the RBS 6 Nations, with the anticipation that it will be as, if not more, successful than the Olympic InnerGear campaign which is shortlisted for the MCCA Best Awards - winners will be announced on 5 March.

By Sara Wilson on January 26th, 2009

Tags: Default, Olympics, Rugby, Sponsorship consultancy, Synergy