A Legacy Reimagined: Sprite’s Campaign Targets Gen Z

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Sprite brings back its iconic “Obey Your Thirst” tagline with NFL quarterback Jalen Hurts—connecting sports legacy with Gen Z relevance.

Sprite is breathing new life into its storied “Obey Your Thirst” campaign with a bold new face: Philadelphia Eagles quarterback Jalen Hurts.

It marks the first time the Coca‑Cola brand has ever partnered with a professional athlete as the lead talent for the campaign—signaling a high-stakes effort to reintroduce the brand’s 1990s ethos to a new generation.

The creative, spanning global out-of-home, short-form video, and a TikTok creator partnership, avoids nostalgia for nostalgia’s sake. Instead, it draws a direct line between Hurts’ on-field leadership and Sprite’s cultural identity as a challenger brand with confidence.

“This isn’t a re-run—it’s a remix,” said Aaliyah Shafiq, Senior Director of Creative at Sprite. “Jalen brings his own voice to a message that’s timeless: trust yourself.”

The revival underscores how brands are increasingly betting on cultural heritage as equity—particularly when filtered through contemporary platforms. With Gen Z’s attention divided and skepticism high, Sprite’s decision to anchor the campaign on a modern sports figure and TikTok-native storytelling creates a bridge between generations.

The campaign also plays into broader category trends. According to Morning Consult, 65% of Gen Z consumers say authenticity influences purchase decisions more than brand history. Sprite’s updated “Obey Your Thirst” is not just about slogans—it’s about signaling values.

From courtside to scroll feeds, Sprite is proving that legacy can flex—if it’s willing to evolve its voice without abandoning its roots.