After Nike, Sha’Carri Richardson Follows Lebron James Footsteps In Historic Partnership With Sprite

Published 04/18/2024, 8:10 PM EDT

Sha’Carri Richardson has solidified her status once more in the ruthless field of sport. After inking a $20 million deal with footwear giant Nike until 2028, she made history in her collaboration with Coca-Cola-owned brand, Sprite. Widely regarded as the fastest woman, Richardson has been creating waves with her talent and unapologetic authenticity. And now, that has got her a historical moment in the making.

The 100m reigning champion finds herself smiling all the way, joining hands with Sprite for their new “Obey Your Thirst” campaign. Along with Anthony Edwards, Richardson became the first female athlete partner to join Sprite in a campaign like this. The world’s fastest woman, known for her unapologetic self brings in her authentic and relentless self to the campaign. Plus, for Sprite, it works as a strategic move to rejuvenate their brand image and connect with a wider audience base.

Sharing the motivation behind this revival, the Senior Director of Brand Marketing for Sprite North America, said, “Now more than ever, this generation is bombarded with opinions and trends about how they should be living their lives … With the revival of ‘Obey Your Thirst,’ we’re excited to inspire them to embrace their uniqueness and confidently chart their own path.”

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It seems Sha’Carri Richardson is following in King James’ footsteps with her deals. LeBron James topped the headlines when Nike offered the NBA legend a lifetime contract. But he was also a favorite of Sprite way back in 2012. The Coca-Cola-owned brand has sought his services more than once in the past. Similarly, the 24-year-old became the first female athlete with an endorsement with Sprite. Being the oldest surviving partner of the Olympics, Coca-Cola’s deal is another move that speaks of the hard work SCR has put in.

Sha’Carri Richardson’s following in LeBron James’ footsteps with Sprite & Nike

This might remind us of LeBron James, a personification of history-making, a commercial from more than a decade ago. In 2012, during the All-Star Weekend, Sprite launched its “Uncontainable Game” campaign. An ad featured the then-Heat superstar LeBron and Lakers legend, Kobe. The two basketball icons were “preparing to jet around the world to find undiscovered basketball talent,” according to the then-reporter Natalie Zmuda of Ad Age.

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The campaign was the largest global marketing strategy, having launched it in 27 countries, customizing to suit it to local markets, as well. Two years later, LeBron James partnered with Sprite again to launch his very own signature drink. The limited edition ‘Sprite 6 Mix’ combined two of the King’s favorite flavors – cherry and orange with the traditional Sprite taste.

You can imagine how fast those flew off the shelves! And now, the billion-dollar beverage company is set to make another record sale with the vibrancy that Richardson will bring to the table.

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Sprite is going to introduce its limited-edition packaging that will feature 4 different “Obey Your Thirst” designs, to allure Sprite lovers all across the world. Fans can easily scan the QR code on the packaging and discover “Obey Days”, which is a digital inspiration hub on the brand’s official website. People can explore a lot of content across the fields of fashion, sports, music, arts, entertainment, etc. The creative campaign will also include weekly releases of different content across the verticals, coming in from Richardson and Edwards, and other stars. Fans can easily unlock the content and get exclusive access.

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Written by:

Geisha, serving as an NBA Writer at EssentiallySports, actively engages in the coverage of breaking news, specializing particularly in injury reports. Demonstrating a notable proficiency in beat reporting, she is currently advancing her scope to include events, focusing specifically on refining her skills in play-by-play commentary through Live Blogs. Moreover, she maintains a vigilant watch on BTS narratives, recognizing their potential to shape or disrupt the NBA landscape.

Edited by:

Daniel D'Cruz

After Nike, Sha’Carri Richardson Follows Lebron James Footsteps In Historic Partnership With Sprite

Sha’Carri Richardson’s following in LeBron James’ footsteps with Sprite & Nike

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