Author: Zofia Zwieglinska

This story was originally published on sister site, Glossy.

Following Nike’s Boston Marathon backlash, competitors jumped on the opportunity to define “movement” on their own terms, beyond the marathon run.

In the days leading up to Monday’s Boston Marathon, Nike installed a series of signs near its Newbury Street store, including one that read, “Runners welcome, walkers tolerated.” The message drew immediate criticism online, with runners calling out the wording as exclusionary, particularly given how common it is for participants at all levels to walk parts of a marathon.

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Powerade today launched its big FIFA World Cup 2026 campaign, a social-first “Power Your Fate” movement designed to capitalize on the massive soccer event at both global and local scales.

With involvement from major athletes Lamine Yamal and Rodrygo Goes, and creators like street artist Devon Rodriguez, the campaign highlights how The Coca-Cola Company is taking a broader approach to its sports marketing in 2026.

A TV spot starting Yamal and Goes will run in the lead up to and during the 2026 World Cup, which kicks off on June 11, but Coca-Cola is approaching this campaign from all angles, pulling in local creators and encouraging athletes of all levels to get involved both at World Cup events and on their local soccer fields.

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