dipped his head under the glare of studio lights and locked eyes on a towering block of ice. Moments later, he launched a fierce shot that shattered the frozen wall, unveiling a bright blue bottle of Lucozade Sport’s newest variant, “Ice Kick.” It was a dramatic scene, but one that perfectly sums up the 21-year-old’s fearless approach both on and off the pitch.

He’s gone from emerging teenage talent at Birmingham City and Dortmund to ‘s midfield anchor and, more recently, a rising star at Real Madrid. Now, Bellingham is stepping beyond the field to lend his name and influence to a beverage he says is part of his own story.

A new spin on hydration

“I’m so excited to launch Lucozade ‘Ice Kick,’” he said. “I’ve loved being involved in creating this new drink, when my brother and I were younger, we would always grab a Lucozade from the shop before training. To now be able to launch my very own drink with this iconic brand is a surreal moment. Ice Kick has my favorite flavors so I’m sure you’ll love it as much as I do.”

Ice Kick is about more than just a new flavor. For Lucozade Sport, it’s a statement that reflects both the energy of summer workouts and Bellingham’s willingness to keep pushing boundaries. The brand’s marketing director, Tom Bell, believes the collaboration marks a major milestone. “This is an unforgettable moment for our brand and our ,” he said. “We’ve partnered our iconic Lucozade brand with one of the most exciting football talents in the world to create a drink that we know consumers will absolutely love.”

That talent was on full display last summer when Bellingham scored an audacious overhead kick during England’s run at , a move that helped define the player’s bold style. The new Ice Kick pays homage to that highlight moment. Much like the overhead kick, it delivers a quick burst of energy when it’s needed most.

Lucozade Sport has already been teasing the launch on social media. Fans got a glimpse of Bellingham’s now-famous celebration pose, and even a “mystery vault” in central London that was locked until he revealed the code. The brand’s messaging centers on making exercise fun, accessible, and maybe just a little bit theatrical.

On the retail front, Lucozade Sport Ice Kick will initially appear in select stores before rolling out more widely. Standard 500ml bottles are set to retail at approximately $2.15, while the four-pack will come in at about $4.90. These accessible price points reflect the brand’s confidence in building on Bellingham’s popularity, especially among younger fans who recognize him from his youth academy roots and continued success at the highest levels of club football.

There’s also a broader marketing effort at play. Collaborations with social creators, a bespoke track by UK rapper P Money, and behind-the-scenes footage of Bellingham in action form the core of an expansive digital strategy. “Partnering with Lucozade, an iconic brand, and one of the world’s best footballers… this has been a demonstration of how creatively lucrative a social-first approach can be, setting the bar for future Lucozade projects,” said Joe Weston, head of We Are Social Sport, the agency behind the campaign.

When asked if this launch marks the beginning of more product partnerships, the grinning midfielder only offered a shrug and a promise to keep surprising people. For now, the same fearless streak he shows on the field has led to one of this year’s most talked-about beverage launches.