Gatorade isn’t just quenching thirst — it’s turning back time. This week’s BL Business Branding newsletter dives into how the iconic sports drink brand cracked open the time capsule, teaming up with Netflix’s Stranger Things to revive its classic 1980s “No Ordinary Thirst Quencher” campaign for a whole new generation of fans.
What started as a sports drink designed to fuel athletes has evolved into a brand deeply ingrained in pop culture. With the final season of Stranger Things premiering on November 26, Gatorade saw an opportunity to blend its athletic heritage with the show’s nostalgic sci-fi universe. The result is “No Ordinary Athlete,” a fresh take on the brand’s 1987 tagline, reimagined through the world of Hawkins, Indiana.
Narrated by NFL star Myles Garrett, the new 30-second ad transports athletes from the court and field straight into the Upside Down. Retro visuals, an eerie atmosphere, and even a cameo from villain Vecna help Gatorade channel the spirit of the show, giving fans a fun, imaginative twist on a product they already know.
Beyond the screen, the partnership also includes exclusive merchandise. Gatorade is releasing two capsule collections — the 1987 Hawkins Capsule and the Upside Down Capsule — featuring vintage-inspired apparel, towels, and accessories pulled from the original campaign. For the ultimate nostalgic touch, the brand is bringing back its fan-favorite Citrus Cooler flavor, first introduced in 1988, in limited-edition retro bottles.
Gatorade’s collaboration with Stranger Things is an example of how brands can refresh their legacy without losing their identity. By revisiting “No Ordinary Thirst Quencher” through a modern storytelling lens, the brand created the perfect balance of nostalgia and originality, a combination that resonates strongly with Gen Z and millennial audiences who value authenticity and cultural connection.
What Can Businesses Learn From This?
This collaboration shows that when brands protect and reinvigorate their intellectual property, they open the door to partnerships that feel both familiar and new. Gatorade didn’t simply recreate an old ad; it reframed its brand story for today’s audience. It’s a reminder that even decades later, a strong brand identity can thrive when paired with strategic licensing, bold creativity, and cultural relevance.
Curious about how licensing or brand partnerships can help your business grow? Our BL Trademark Team is here to help. Reach out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.