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 YourThirst 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.