Key Takeaways
- Gatorade is bringing back its legendary 1987 “No Ordinary Thirst Quencher” campaign, rebranded as “No Ordinary Athlete” for the Stranger Things final season
- The partnership features the limited-edition return of Citrus Cooler, originally launched in the late 1980s, with collectible character packaging
- Cleveland Browns star Myles Garrett, a Stranger Things superfan, narrates the campaign’s 30-second hero spot launching November 3
- Major OOH takeovers in Times Square, Sunset Boulevard, and Cleveland’s Huntington Bank Field anchor the multi-channel activation
- Two limited-edition merchandise capsules blend 1980s Gatorade branding with Hawkins-inspired designs
A Nostalgia Play Decades in the Making
Gatorade is betting big on nostalgia with its latest partnership, teaming up with Netflix’s Stranger Things for the show’s fifth and final season. The collaboration resurrects the brand’s 1987 “No Ordinary Thirst Quencher” campaign, reimagined as “No Ordinary Athlete” to align with the show’s supernatural narrative and 1980s setting.
“For over 60 years, Gatorade, the OG sports drink, has fueled the world’s greatest athletes,” said Anuj Bhasin, SVP of Marketing for Gatorade. “Now in 1987 Hawkins, the crew is gearing up for the final battle with Gatorade, choosing no ordinary thirst quencher to fuel the extraordinary. This collaboration celebrates our authentic 1980s heritage by reviving iconic products and ads from our vault and pulling them into the Upside Down.”
The campaign officially launched November 3, 2025, with distribution across retail, digital, social, and out-of-home channels.
Citrus Cooler Makes a Collectible Comeback
At the campaign’s center is Citrus Cooler, a bold orange-flavored Gatorade originally introduced in the late 1980s. The limited-edition relaunch features custom retro packaging designed to appeal to both longtime Gatorade consumers and Stranger Things fans.
Six collectible bottle designs showcase five main characters from the series: Eleven, Mike, Will, Lucas, and Dustin. A special “Upside Down” edition completes the set, adding a supernatural twist to the product line.
The limited-edition bottles are available at retailers nationwide, positioning the product as both a functional beverage and a collectible item for dual-audience appeal.
Myles Garrett Bridges Sports and Sci-Fi
The partnership’s 30-second hero spot features narration by Cleveland Browns defensive end Myles Garrett, identified as a genuine Stranger Things fan. The ad merges athletic performance imagery with the show’s signature supernatural aesthetic, following athletes from training environments into Upside Down-inspired settings.
The spot’s tagline reinforces the campaign’s core message: Gatorade powers those who push beyond ordinary limits, whether on the field or facing fictional monsters. The creative runs across digital and social platforms beginning November 3.
Garrett’s involvement adds authentic fan credibility to the partnership while connecting Gatorade’s sports heritage with Stranger Things’ cultural reach.
Cleveland Browns defensive end Myles Garrett arrives dressed as Vecna from the Netflix show Stranger Things before an NFL football game at FirstEnergy Stadium, Monday, Oct. 31, 2022, in Cleveland, Ohio.
Massive OOH Footprint Targets
High-Traffic Markets
Gatorade is deploying significant out-of-home advertising in three strategic locations. Times Square and Sunset Boulevard installations target high-visibility urban markets with heavy foot traffic and media attention. A third activation at Cleveland’s Huntington Bank Field, home stadium of the Browns, creates a direct connection to Garrett’s role in the campaign.
The displays combine Hawkins-inspired visual elements with Gatorade’s 1987 brand aesthetic, creating what the company describes as a collision between retro sports energy and supernatural themes.
Limited-Edition Merchandise Extends Brand Experience
Beyond beverage products, Gatorade is releasing two merchandise collections tied to the partnership. The “1987 Hawkins Capsule” and “Upside Down Capsule” include Stranger Things-inspired apparel, vintage-style Gatorade towels, collectible shipping containers, and throwback accessories designed to evoke 1980s sports culture.
The merchandise strategy extends consumer engagement beyond single-purchase beverage transactions, creating additional revenue streams and longer-lasting brand touchpoints. The apparel and accessories also function as marketing vehicles when worn or used by consumers.
Strategic Implications for Brand Partnerships
This collaboration demonstrates several trends in contemporary brand marketing. First, it shows how legacy brands can mine their own archives for authentic nostalgia plays rather than manufacturing retro aesthetics. Gatorade’s 1987 campaign materials and Citrus Cooler recipe provide genuine historical touchpoints that align naturally with Stranger Things’ period setting.
Second, the partnership illustrates the growing value of entertainment IP collaborations for consumer packaged goods brands. By aligning with a major Netflix property’s final season, Gatorade taps into existing fan engagement and cultural conversation without building awareness from scratch.
Third, the multi-format activation across product, advertising, OOH, and merchandise reflects an integrated approach to partnership marketing. Each element reinforces the others while serving different consumer touchpoints and purchase occasions.
The campaign’s success will likely be measured through multiple metrics: limited-edition product sales, social media engagement, earned media coverage, and potential lift in core Gatorade brand metrics during the activation period.
Looking Ahead
As Stranger Things concludes its run, this partnership represents one of the show’s final major brand collaborations. For Gatorade, the campaign provides a platform to reintroduce discontinued products and vintage creative to a new generation while rewarding longtime brand loyalists with nostalgic callbacks.
The activation’s performance may influence how other heritage sports brands approach entertainment partnerships, particularly regarding the balance between authentic archival content and new creative development. Whether Citrus Cooler returns permanently or remains a limited-edition offering will depend on consumer response during this activation window.
Fans can collect all six bottle designs through November and December as Stranger Things’ final season approaches its premiere date.
via: Yahoo
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