These shots are for a new Olympic advertising campaign in the U.K. from Powerade, the sports drink owned by the Coca-Cola Company. The spots feature athletes like jumper Phillips Idowu and swimmer Gregor Tait all sorts of naked performing their sport of choice. Says the company's marketing director Cathryn Sleight: "Everyone is used to seeing athletes in competition or winning, but we wanted to give people the chance to see the real make-up of an athlete and their muscle and power, celebrating the body and spirit and the hard work that goes into training for all athletes whatever your level." And also to show that Michael Phelps isn't the only sex symbol who can shill. [DM]

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