Lucozade’s Ice Kick makes a frosty debut with cryptic ice vault
By Ella Horncastle on Tuesday, March 4, 2025
To announce the launch of the electrifying new Lucozade Sport Ice Kick, the brand turned up the chill in the heart of London – literally.
Overnight, a mysterious ice vault appeared at the iconic 5-a-side site, Shoreditch Powerleague, daring passers-by to crack the code and unlock what lay inside.
With a zesty citrus kick, this latest launch is a high-energy collaboration with England Football sensation and athlete Jude Bellingham.
The vault itself was a frozen tribute, featuring the iconic Lucozade logo and Bellingham’s signature celebration carved into ice.
But the real game was just beginning. Bellingham took to his socials, dropping cryptic clues for fans to decipher. The first to break the ice – literally and figuratively – scored an exclusive first sip of Ice Kick and a signed England shirt.
Cool, right?
