British athletes bare all for advertising campaign

LONDON Mon Aug 4, 2008 3:40pm EDT

1 of 3. British cyclist Rebecca Romero sits on her bicycle during a photo-shoot in this undated handout photograph received in London on August 4, 2008. Triple jumper Phillips Idowu, cyclist Romero and swimmer Gregor Tait have all been photographed taking part in their individual sports stark naked as part of an advertising campaign for a sports drink.

Credit: Reuters/ Nadav Kander/Handout

LONDON (Reuters) - Some of Britain's top athletes have decided to bare all ahead of the Beijing Olympics. Triple jumper Phillips Idowu, cyclist Rebecca Romero and swimmer Gregor Tait have all been photographed taking part in their individual sports stark naked as part of an advertising campaign for a sports drink.

"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," said Cathryn Sleight, marketing director for Coca-Cola Great Britain, which launched the Powerade campaign.

Idowu said the photo shoot was "definitely one of the more unusual shoots I've taken part in, but also one of the most enjoyable."

(Reporting by Kate Kelland; Editing by Greg Stutchbury)