Break bumpers, by Wieden & Kennedy Amsterdam, will show Powerade-sponsored stars, including footballer Wayne Rooney and triathlete Jodie Swallow, undergoing punishing training routines.
The sponsorship, which begins next month, uses the strapline 'Be at your personal best'.
Analysts view the activity as evidence that Powerade is moving into the territory of market leader Lucozade Sport, which has heavily promoted endorsements of Jonny Wilkinson and Michael Owen.
According to ACNielsen, Lucozade has an 18% (拢64m) share of the 拢348m UK energy drinks market, and Powerade a 4% share (拢14m).
Coca-Cola GB marketing director Julia Goldin said: "The campaign establishes Powerade as a credible and authentic sports product with an integral place in sports training."
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