Basketball pro Damian Lillard pushes his body to the limits in a new campaign for Powerade, in his first campaign as the sports drink's new brand ambassador.

The main 30-second spot, seen here, sees Lillard engaged in a punishing workout spurred on by world-renowned boxing trainer Virgil Hunter. There's sweat, there's effort and there's heavy breathing -- and there's thirst quenched by Powerade.

The ad, directed by Derek Cianfrance at Radical Media for Wieden & Kennedy Portland, will begin airing during the NCAA Division 1 men's basketball tournament. The campaign also includes two 15-second digital spots, Work and Heart.

"Damian Lillard is one of the top basketball players in the world today, but it's easy to forget how he came up under the radar and took the game by storm," said Shannon Watkins, senior director at Powerade, in a statement. "Some athletes are preordained, but Damian's story is a testament to the good that can come from an absolutely relentless work ethic."