London, 16th June 2026 – Lucozade has unveiled a major new summer football campaign, transforming London’s iconic BFI IMAX Waterloo with a full-building wrap featuring England star Jude Bellingham. Developed by brand activation agency ZEAL, the activity is designed to drive mass awareness and reinforce Lucozade Sport’s position as the trusted performance partner in elite sport.
The campaign forms part of Lucozade’s wider strategy to strengthen its association with elite athletic performance during one of the biggest football moments in the world. Leveraging the brand’s partnership with Jude Bellingham, the activity places Lucozade at the centre of moments where physical endurance is pushed to the limit.
The campaign is built on the insight that major international football moments represent the ultimate test of endurance. Players perform under immense pressure and in intense conditions, making it the ideal stage to demonstrate Lucozade Sport’s association with moments of high performance in sport.
By connecting consumers with these moments of elite performance, the activation aims to reinforce Lucozade’s ‘Fuel to Go the Distance’ campaign and strengthen awareness of the brand during a major summer of football. At the heart of the campaign is a full wrap of the BFI IMAX Waterloo, reimagining one of Britain’s most iconic advertising canvases as a large-scale expression of Lucozade’s ‘Fuel to Go the Distance’ campaign.
Featuring Jude Bellingham alongside distinctive Lucozade branding, the creative captures the intensity, focus and resilience required to perform on football’s biggest stage. Clean, high-contrast visuals and bold graphic simplicity allow the work to land with impact at monumental scale, while maintaining a premium, performance-led aesthetic.The execution is designed to represent the mindset required to endure under pressure.
Bellingham becomes the embodiment of composure and determination, transforming the IMAX into a powerful visual statement about what it takes to go the distance when expectations are at their highest.Delivering the creative across one of Europe’s most recognisable out-of-home formats required extensive planning and adaptation, ensuring every element worked seamlessly across the landmark structure while retaining its impact from every viewing angle.
Rosie Gridley, Brand Manager at Suntory Beverage & Food GB&I, said: “This moment represents one of the biggest stages in global sport and the perfect opportunity to showcase the role Lucozade Sport plays in powering elite performance. By harnessing our partnerships with The FA and Jude Bellingham, this campaign places our brand and drinks right at the heart of the action. The IMAX takeover brings that to life at a scale that reflects both the significance of the moment and Lucozade Sport’s long-standing role within sport and performance occasions.”
Carl Eatson, Creative Director at ZEAL, added: ““Every major sporting event is the ultimate test of endurance, and this summer’s tournament is no different, so we wanted to create something that felt worthy of that stage.
The IMAX gave us the perfect opportunity to turn a landmark building into a giant expression of Lucozade’s brand campaign, using Jude Bellingham as the embodiment of the resilience and determination needed to perform under pressure. The challenge wasn’t simply to create a big piece of outdoor advertising, but to create a moment people couldn’t ignore.
Every creative decision was designed to build intensity, spark engagement and bring ‘Fuel to Go the Distance’ to life at a truly iconic scale.”Alongside the IMAX takeover, the campaign runs across additional high-impact out-of-home formats in London, Manchester and Birmingham, extending Lucozade’s presence throughout the tournament period.
Media planning and buying is by WPP Media.Lucozade Sport provides carbohydrates and electrolytes to enhance hydration and help maintain endurance performance.
