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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.
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.
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.
Sha’Carri Richardson’s presence in the new ad is a testament to her authenticity
The 5’11 track and field athlete has become a favorite household name by now. Richardson’s determination to constantly push her boundaries and keep it every bit real has got her much admiration. And when Sprite brought back its iconic 1994 Obey Your Thirst campaign, Sha’Carri became the natural choice.
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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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