The Gatorade x Stranger Things collaboration brings back the brand’s 1987 “No Ordinary Thirst Quencher” campaign, now reimagined as “No Ordinary Athlete.” Narrated by NFL player Myles Garrett, the revival blends sports heritage with nostalgic pop culture, capturing the look and tone of classic 1980s advertising. The campaign celebrates Gatorade’s history while connecting with a new generation through the world of Hawkins and the Upside Down.
Central to the release is the return of the original Citrus Cooler flavor, available in limited-edition bottles featuring Stranger Things characters and a special Upside Down variant. Two themed merchandise capsules—one inspired by 1987 Hawkins High and another by the show’s darker realm—complete the launch. The campaign highlights how legacy brands can modernize nostalgia, merging past and present through storytelling, design, and cultural relevance.
Image Credit: Gatorade
Why This Trend Is Growing
- Nostalgia-driven Collaborations
- Brands are increasingly partnering with iconic media properties to evoke nostalgia, creating new consumer engagement through the fusion of past themes with contemporary appeal.
- Heritage-inspired Rebranding
- Reviving historical campaigns with a modern twist allows companies to rejuvenate their brand image while capitalizing on the nostalgia factor to attract diverse audiences.
- Pop Culture Merchandise Integration
- The blend of branded products with popular media franchises enhances consumer experience and deepens brand connection through exclusive, themed merchandise.
Industries Being Reshaped
- Beverage Industry
- The trend of relaunching classic drink flavors with a modern and nostalgic twist opens new avenues for customer engagement and flavor innovation.
- Entertainment Collaboration
- Cross-industry partnerships between legacy brands and popular shows create unique marketing opportunities and broaden cultural touchpoints.
- Fashion and Merchandise
- The integration of themed clothing and accessories tied to popular TV shows generates additional revenue streams and bolsters brand visibility.
