Powerade, the official sports drink of the Beijing Olympic Games, debuts a saucy new advertising campaign across the pond. The print campaign features nude images of several of Britain's best Olympic hopefuls and was lensed by award-winning photographer Nadav Kander. The athletes include swimmer Gregor Tait, Olympic silver medalist Rebecca Romero and flamboyant triple jumper Phillips Idowu, who is hailed as one of Britain's best hopes to win the gold in track and field.
The images are quite spectacular and capture Idowu, muscles taut and poised, in mid-flight. Idowu tells the Daily Mail he had no inhibitions during the shoot. Thankfully. "This is definitely one of the more unusual shoots I've taken part in, but also one of the most enjoyable. Nadav made us all feel really comfortable, and we had a lot of fun. The Inner Gear for an athlete— how we train, what we eat, drink and when we sleep—is as important as what we wear, and it's great that a campaign like this brings it to life."
The original Greek Olympics were restricted to male athletes who competed in the nude. Must have been quite enjoyable to watch as a spectator sport.