New Delhi, March 11 (IANS): Tennis ace Serena Williams, sprint legend Usain Bolt and singer Usher are set to throw up the #PepsiChallenge to urge consumers to participate in a series of challenges meant for the social media generation.

Among others to associate with the initiative are footballer James Rodríguez, fashion designer Nicola Formichetti and entrepreneur Jerome Jarre.

The challenge -- an initiative by PepsiCo -- will vary across different fields including technology, music, sports and design.

"Throughout my life I have aspired to live each day with purpose and as an artist it is especially important to take risks and follow your passions. It is great to team up with Pepsi to encourage people all over the world to live their life to the fullest and experience things they may have never dreamed of before,” Usher said in a statement.

Every month, the ambassadors will use social media to issue a new challenge many of which blend social responsibility with popular culture - that encourages consumers to do something different.

Global challenges will be augmented by regionally relevant challenges designed to capture the authentic essence of each market.

Examples from around the world include, among others, an interesting challenge in India that urges youth to stop being spectators and uncork their creativity; regional food-focused challenges in Thailand; and a Latin America summer music challenge tied to La Gira Refrescante.