Sha’Carri Richardson, the current World 100m champion, is beaming from ear to ear as she joins the venerable Sprite brand for their revitalized ‘Obey Your Thirst’ campaign.
Thirty years after its iconic launch, the beverage behemoth is revamping its strategy by bringing in a cast of superstar athletes, including NBA players Anthony Edwards and Grant Hill, who starred in the original campaign, and now Richardson, who becomes the first female athlete to sign a contract with the multibillion dollar company.
Richardson’s expanding list of well-known endorsements includes Whoop, Android, Nike x Jacquemus, and the release of the Nike Air Max Dn. The collaboration with Sprite is another one of these partnerships.
These agreements highlight her standing as the most sponsored track athlete in the United States and among the most important athletes in the world.
Richardson’s participation in the Sprite campaign is especially significant because it brings back the famous “Obey Your Thirst” tagline, which aims to motivate a new generation of players and fans to follow their passions with unwavering fervor.
The legendary American sprinter is getting ready for the Xiamen Diamond League on April 20 and is expected to start her season with a performance that many believe will break yet another record.
This is a really important occasion for her as she gets ready for a historic participation in the Olympic Games in Paris later this year.
Richardson’s inclusion in Sprite’s main campaign is a calculated decision made by the oldest Olympic sponsor still in existence to revitalize its brand and reach a younger, more engaged audience.
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