Jalen Hurts Becomes First NFL Face of Sprite’s Obey Your Thirst

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Sprite has signed Philadelphia Eagles quarterback and Super Bowl LIX MVP Jalen Hurts as the first-ever NFL athlete to lead its storied “Obey Your Thirst” campaign. This marks a bold expansion of the brand’s ambassador roster beyond basketball and track stars.

The campaign revival taps into a cultural moment defined by authenticity and individuality. Sprite aims to amplify its counterculture roots by adding Hurts’ quiet confidence and composed leadership to its brand story.

• The hero spot titled “Success Hurts” features Hurts stoically fielding intrusive questions from a comedic character, “Thirsten A. Sip”—mirroring microaggressions often faced by Black and Brown athletes while reinforcing resilience through composure.
• A.P. Chaney, Senior Creative Director at Coca‑Cola North America, asserts, “Jalen shows up as his true self at all times… His leadership and refusal to conform… makes him a perfect fit for Obey Your Thirst.”
• This partnership deepens Sprite’s heritage: originally launched in 1994 to promote self-expression, the campaign now intertwines with NFL fandom to reach Gen Z athletes and fans alike.

By selecting Hurts, Sprite bridges sport, culture, and authenticity. The campaign underscores the brand’s belief that being true to yourself isn’t just enough—it’s powerful.