James Rodriguez takes a challenge with Pepsi

Colombian James Rodríguez is one of the faces of the new campaign by Pepsi. The brand is bringing back the Pepsi Challenge, launching what it’s calling its biggest “socially-led, content-driven initiative ever.” Epic challenges throughout the year across sports, music, design and technology.

The company is enlisting celebrity ambassadors like Usher, Usain Bolt, James Rodríguez and Serena Williams for a year-long promotion designed to be spread widely on social media. Details haven’t been released yet but each month Pepsi will announce new challenges on social and digital channels via the ambassadors, urging consumers to take on the global and local challenges that combine pop culture with social good.

James Rodríguez and the other ambassadors have already started to promote it on their social media accounts as can be seen in the example below.