How Gatorade is embracing its heritage to connect with the current generation

The 1980s was a defining decade bursting with expressive fashion, breakthrough tech and iconic pop culture. From neon colors and big hair to the rise of pop, rock, and new wave music, the era pulsed with energy — and Gatorade was right there in the mix, fueling the iconic athletes who defined the era.

Into the Upside Down: Gatorade x “Stranger Things”

Now, Gatorade is bringing the energy of the ’80s into the present with an eerie twist on the brand’s iconic "No Ordinary Thirst Quencher" campaign from 1987. Reimagined as “No Ordinary Athlete,” this new iteration comes as part of Gatorade’s collaboration with Netflix’s “Stranger Things 5,” just ahead of the series’ highly anticipated fifth and final season. The campaign showcases athletes from football, softball and basketball who push their limits with the ultimate thirst quencher — going beyond the field and even beyond this world, into the mysterious “Upside Down,” the dark parallel dimension from the show.

“The Gatorade Stranger Things 5 collaboration celebrates our authentic 1980s heritage by reviving iconic products and ads from our vault and pulling them into the "Upside Down." Just like the heroes of Stranger Things, Gatorade powers those who push limits and face the unknown,” says Anuj Bhasin, SVP of Functional and Hydration Marketing, Gatorade.

Gatorade is fusing nostalgia with a modern twist by taking fans on a retro ride back to the bold spirit of the ‘80s through iconic athlete cameos, collectible bottles and vintage gear. The new commercial kicks off with the original “No Ordinary Thirst Quencher” jingle and is narrated by Gatorade athlete and National Football League star, Myles Garrett.

The fan-favorite Citrus Cooler flavor is also back for a limited time in collectible “Stranger Things 5” bottles. Completing the throwback, Gatorade is unveiling a line of nostalgic merch — from vintage t-shirts to ‘80s-style towels — with even more surprises for fans dropping from the vault.

Crunching through time: Doritos’ ‘80s throwback

Gatorade isn’t the only brand visiting the “Upside Down.” Doritos is tapping into “Stranger Things” signature ‘80s nostalgia with a bold new lineup that’s equal parts retro and supernatural. The brand has unveiled its Stranger Pizza x Cool Ranch Collisions flavor, wrapped in vintage-inspired chip bags that capture the decade’s iconic style. Fans can also get their hands on limited-edition Doritos Minis Glow in the Dark Spicy Sweet Chili, featuring eerie, glow-in-the-dark canister chip bags.

To take the nostalgia to the next level, Doritos launched a “Doritos Telethon for Hawkins,” a throwback ‘80s-style telethon starring pop-culture icons David Hasselhoff, Paula Abdul and ALF. Fans can call in to 1-855-4-HAWKINS and leave bold messages of support for the fictional town of Hawkins, with the most standout shoutouts lighting up Doritos’ social channels — and even real-world billboards.

Honoring Gatorade’s origin story

Earlier this fall, Gatorade rewound the clock even further to 1965 — the year Gatorade was created by Dr. Cade and a team of scientists at the University of Florida — proving the brand is no stranger to honoring the moments that built its legacy, but with a fresh and exciting twist.

In honor of its 60th anniversary, the brand released two limited-edition vintage apparel collabs — partnering with Florida-native apparel brand, Lafavre, for a “Born in the Swamp” collection that celebrated Gatorade’s UF origin story — streetwear-style — and vintage sports apparel brand Mitchell & Ness for two 60th anniversary capsules on Gatorade.com.

Gatorade also showed up big at the University of Florida for its primetime matchup against the University of Texas on Oct. 4, celebrating its birthday right where it all began: “The Swamp.” The brand transported fans in “The Swamp” back to 1965 – where Gatorade fueled the Florida Gators to gridiron greatness, from immersive on-campus experiences to retro-inspired sidelines.

“It’s incredible to see how my father’s work to create Gatorade at the University of Florida has grown into a legacy that has impacted so many athletes globally,” says Phoebe Cade Miles. “The 60th anniversary of Gatorade is a testament to his belief that science can truly change the game.”

“Is It In You?” reimagined

Keeping the nostalgia rolling, earlier this year Gatorade’s also launched the “Lose More. Win More.” campaign — the latest expression of the brand’s iconic “Is It In You?” platform, which the brand revived in 2024.

The campaign elevated the next generation of athletes on Gatorade’s elite roster who embody the perseverance it takes to be the best, including Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić and Shedeur Sanders. The brand also teamed up with 22x Grammy award-winning artist Kendrick Lamar – the first musician to be featured in a Gatorade commercial – rooted in the shared belief that greatness comes from discipline and commitment to your craft. 

“We know the greatest athletes embrace loss and use it as fuel to win. That’s exactly why Gatorade was invented back in 1965; to help the Florida Gators conquer loss of sweat – igniting a 60-year legacy of Gatorade innovation. The "Lose More. Win More." campaign is an exciting expression of our “Is It In You?” platform – reminding athletes that they have IT inside them to overcome any obstacle,” says Anuj Bhasin, SVP of Functional and Hydration Marketing, Gatorade.

Gatorade’s legacy is still going strong

Decades later, Gatorade’s still running the game. By reinventing throwback moments with modern energy, the brand proves it’s more than a sports drink; it’s a cultural icon that’s shaped generations of athletes and fans. From the ‘60s sidelines to the boldness of the ‘80s, the swagger of the ‘90s, and today’s courts and fields, Gatorade keeps showing up — reminding us that greatness (and nostalgia) never goes out of style.