Powerade - House of Legends

In partnership with Powerade, FIFA World Cup, and Lamine Yamal, WKND HRS developed an interactive digital experience that brought football fans closer to one of the world's biggest rising stars. Built around a World Cup-themed sweepstakes, the experience gave fans the opportunity to unlock Lamine Yamal's digital locker room, collect exclusive digital relics inspired by his personal essentials, and compete to build the ultimate collection. Taking the experience beyond the screen, fans could scan QR codes on Powerade bottles in stores to unlock additional and increasingly rare relics, creating a direct connection between the physical product and the digital experience. At the end of the campaign, participants with the most impressive locker room collections had the chance to win incredible prizes. WKND HRS brought the experience to life from concept through production, developing the digital platform and interactive mechanics that transformed a traditional sweepstakes into an engaging, collectible experience for football fans around the world.

Client: Powerade
Category: Web
Services: Creative Concept, Experience Design, Web Development, Interaction Design, Product Concepts
Year: 2026

For 80 days, fans explored three rooms, collected relics and climbed a live leaderboard. The top 1,052 scores won prizes, up to a trip to Spain to watch Lamine play.

The Challenge

POWERADE needed to win over a younger generation of athletes and soccer fans during the tournament and drive retail engagement it could measure, without leaning on a generic sweepstakes or a one-time activation.

The Insight

Younger fans engage with brands through progression, rarity, collecting and identity. They get as excited about the next unlock as about the prize.

The Idea

Make each POWERADE purchase a key to Lamine Yamal's training world. Fans unlock relics drawn from his preparation rituals, build a collection and climb a live leaderboard.

Squeeze Bottle

The squeeze bottle is one of POWERADE's most recognizable objects. In our concepts, we dressed it in the campaign: the POWERADE wordmark, Lamine Yamal's portrait and signature, and the FIFA World Cup 26™ Official Partner mark.

Match Ball Box

We designed a collectible case for the match ball. Dark glass panels fold open on metal corners, and POWERADE and HOUSE OF LEGENDS run up the faces in stacked type.