Sprite Reimagines Legendary Obey Your Thirst Campaign with Modern Icons Anthony Edwards and Sha’Carri Richardson

Three decades ago, Sprite established itself as a true challenger brand with Obey Your Thirst, a groundbreaking campaign that championed counterculture and the crossover appeal of basketball and the emerging hip-hop movement with a bold call-to-action to embrace your individuality and always trust your instincts.

Now, the brand is reigniting its iconic campaign to inspire a new generation of fans to follow their passions. Obey Your Thirst 2024 pays homage to Sprite’s past through the lens of today's cultural landscape.

“The ‘be true to you’ spirit of Obey Your Thirst resonated with consumers in 1994, and we’re confident it will resonate in 2024,” said Brian Rogers, Senior Brand Director, Sprite. “Because now more than ever, younger generations are bombarded with messages from about who they should be and how they should behave. Sprite is the antidote to today’s intense cultural heat—expectations, pressures, opinions, advice and noise—as a brand that empowers fans to challenge the status quo and embody their authentic selves.”

New films featuring rising NBA star Anthony Edwards and Sha’Carri Richardson, the world’s fastest woman and Sprite’s first female athlete partner, will bring the refreshed Obey Your Thirst message to life. Edwards, who plays for the Minnesota Timberwolves and teamed up with Sprite for the 2022 “New Bottle, Same Sprite” campaign, recreates a 1994 ad with a cameo from its original star, NBA legend Grant Hill. Richardson’s spot, meanwhile, showcases the sprinter’s resilience in the face of adversity.

Both athletes are known for channeling their self-confidence and unapologetic authenticity in their relentless pursuits of excellence and self-expression—both on and off the court/track—through the intersection of hip-hop culture, sports, entertainment and fashion.

 “Anthony and Sha’Carri are true cultural creators who embody what it means to Obey Your Thirst and to follow your dreams with determination, making them the perfect partners to pay off the campaign mantra to always aspire to be your best and reach your full potential,” said A.P. Chaney, Senior Creative Director, Sparkling Flavors. “Both spots are really fun, with plenty of comedic value conveyed in the Sprite voice.”

Sprite and Sprite Zero Sugar are rolling out four limited-edition packaging designs with custom typographic expressions of Obey Your Thirst to underscore the connection between Sprite fans’ core passions. Scannable QR codes unlock digital experiences, refreshed on Thursdays (dubbed “Obey Days”), created to inspire fans with behind-the-scenes content showcasing what it means to Obey Your Thirst.

As part of the new campaign, Sprite will also be the presenting sponsor for the Minnesota Timberwolves’ first two NBA playoff rounds.

For more details on the new Obey Your Thirst campaign, visit Sprite.com and follow the brand on Instagram, Facebook, X (Twitter) and YouTube.