Coca-Cola has announced an expansion of a limited edition variety of Sprite, developed in partnership with professional basketball player LeBron James.
The drink will be reintroduced with the new name Sprit LeBron’s Mix, as the brand seeks to retain its established reputation as an innovator within basketball culture. Formulated in collaboration with James, the new product “combines the refreshing taste of traditional Sprite with a splash of natural cherry and orange flavours,” the Coca-Cola Company said.
Its introduction will be supported by a new brand identity, featuring an “eye-catching” red packaging design with the NBA player’s initials in the background. “Crown iconography and dashes of gold symbolise the superstar’s most popular nickname – ‘King James.’”
It has been made available in 20oz bottle, 2l bottle and 16oz can formats from a range of convenience, value and mass retail locations across the US.
Kimberly Paid, vice president of Sprite brand and flavours for Coca-Cola North America, said: “Since Sprite began its relationship with LeBron in 2003, we have worked together with the goal of creating fan experiences no other brand can offer. Sprite LeBron’s Mix is a true reflection of our mutual desire to constantly innovate and connect with fans in authentic and original ways.”
LeBron James added: “This collaboration with Sprite was all about showing gratitude to my fans by sharing one of my personal favourites – Sprite with cherry and orange. I’m excited to continue my partnership with Sprite and bring it back this year, because sometimes things are even better the second time around.”
© FoodBev Media Ltd 2024