CELSIUS®, the premium, functional energy drink brand born in fitness and formulated for active lifestyles, today announces the extension of its LIVE. FIT. GO.™ global brand platform to Europe.
The platform illustrates how the zero-sugar, vitamin-enriched energy drink supports the everyday individual in meeting the demands of their active lifestyle – from workouts to nights out and everything in between. LIVE. FIT. GO.™ builds on the “ready, set, go” mindset that champions active lifestyles and embraces each and every opportunity. The platform is bolstered by Team CELSIUS, an international ambassador roster of professional athletes and fitness influencers, who are driven to make the most of every moment of their day. LIVE. FIT. GO.™ is the brand’s largest marketing initiative to date and began its global roll-out in the U.S., Canada, and Australia last year.
In January, CELSIUS launched four new sparkling flavours in the UK – Raspberry Peach, Mango Lemonade, Kiwi Guava and Strawberry Watermelon – creating new opportunities for retailers to capitalise on rising demand for functional, zero-sugar energy drinks. Further building global momentum, CELSIUS also recently entered a multi-year partnership with the Aston Martin Aramco Formula One™ Team, aligning the brand with one of the fastest-growing sports in the world and unlocking new opportunities to engage a global fanbase. Julien Scheubel, Head of Brand – Europe at Celsius, said: “LIVE. FIT. GO.™ is mindset that is ready for every opportunity and embraces the work behind the result—the early starts, the extra laps, and the commitment to continuous improvement in all that we do. CELSIUS fits into these moments that matter.
“In bringing LIVE. FIT. GO.™ to active lifestyles across Europe, we’re proud to partner with athletes and creators who lead with discipline and inspire communities to move with purpose.” The faces of LIVE. FIT. GO.™ in Europe will be revealed to consumers throughout the campaign, with a line-up that includes:
- Declan Rice (UK)— An international footballer, playing for Arsenal, valued for his work rate, leadership, and consistency.
- Lucas Bergvall (Sweden) — A rising football talent, playing for Tottenham Hotspur, recognised for his dynamic playing style, technical skill, and strong presence on the pitch. With a growing international profile, he embodies ambition, discipline, and the mindset of a modern elite athlete.
- Saffron Barker (UK)— A lifestyle and fitness creator whose content shares goal-driven routines and honest training moments with her community. She makes consistency feel achievable – turning intention into action, day after day.
- Rhasidat Adeleke (Ireland)— An Irish Olympic sprinter whose approach is shaped by precision and repetition – track sessions, strength work, and relentless drills. She’s committed to the process behind every result.
- Arthur Fils (France)— The rising tennis talent recognised for explosive power and fearless shot-making. When he’s not chasing the next victory through high-intensity training blocks and in-depth match preparation, he’s a globetrotter arriving at his next destination.
- Eduardo Camavinga (France)— An international footballer known for versatility, intelligence and calm under pressure. From training sessions to match-day moments, he’s defined by readiness, discipline, and continuous progression.
- Robin Packalen (Finland) — A leading Finnish pop artist known for his dynamic presence and strong connection with his audience. Beyond music, he embraces an active lifestyle with a running, representing a balance between creativity, movement, and personal performance.
- Léa Elui (France)— A leading creator whose content is grounded in movement and training, motivating her audience to stay active and keep showing up. Her dedication and discipline provides momentum that brings her from fitness to fashion and back.
- RMM (Sweden) — Random Making Movies is one of Sweden’s largest YouTube creator groups known for engaging, high-energy content around shared experiences. Through creative storytelling and a strong sense of community, RMM represents a new generation of creators focused on connection, moment, and personal development.
CELSIUS combines the refreshing taste of vibrant fruit flavours without sugar or preservatives. It supports active lifestyles with a blend of essential vitamins which contributes to both the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).
