Sprite Brings Ultimate Refreshment with Street Culture Edge to Music Festivals Around the World

Sprite, the world’s No. 1 lemon-lime soft drink, is deepening its connection to global music culture this summer through immersive experiences at more than a dozen music festivals across Asia, Europe and North America, as well as with fresh artist collaborations designed to celebrate the communities shaping street culture around the world.

Sprite’s ambitious global music initiative builds on the recent launch of ‘It’s That Fresh,’ the brand’s new persistent platform rooted in fresh takes, street culture and authentic self-expression. Now, Sprite is bringing ‘It’s That Fresh’ to life through music, one of its longest-standing cultural passion points.

“Music has always been a core part of Sprite’s cultural DNA and one of the ways we connect with culture around the world,” said Oana Vlad, Vice President, Sprite Global Brand. “We’re championing the people and communities shaping what’s next, from festival experiences to original music collaborations. ‘It’s That Fresh’ is about creating moments that feel authentic, unexpected and uniquely Sprite.”

From K-pop in South Korea and hip-hop in Germany to surf and skate culture in the United Kingdom, Sprite is activating at some of the world’s most influential music festivals and live concerts — each reflecting the culture and energy of its community while bringing ‘It’s That Fresh’ to life – headlined by some of the most culturally resonant voices in the world such as Korean rap artist KARINA, a member of K-Pop Idol aespa, and Spanish singer Omar Montes. Beyond summer music festivals, Sprite is also collaborating with Chinese actor and singer JC-T across the brand’s Campus Music program.

Throughout the summer and beyond, Sprite activations at festivals around the world including splash! (Germany), Waterbomb Seoul (South Korea) and Boardmasters (United Kingdom). The brand will activate across the globe in China, Singapore, Indonesia, Switzerland, United States, and Mexico, and bring artists, creators and fans together through experiences inspired by what makes each festival and its community unique.

As a global expression of ’It’s That Fresh,’ the program celebrates the creativity and energy that connect music cultures around the world while allowing each festival to interpret the platform in its own way. From the ‘It’s That Fresh Zone’ featuring curated DJ sets and a basketball court at splash! to a giant refreshing Sprite waterfall and Sprite & Spicy food pairings at Waterbomb Seoul, each activation is designed to resonate with local audiences while bringing the campaign to life.

Beyond live festival experiences, Sprite is launching the Living Tracklist to celebrate the songs, moments and voices that have shaped hip-hop culture in the United States.

Unlike a traditional, static “greatest songs” list, the Living Tracklist approaches hip-hop as an ongoing cultural dialogue, recognizing that the genre’s legacy continues to evolve. To help shape the Living Tracklist, Sprite partnered with Genius on an immersive digital experience and convened a seven-member Cultural Authority Panel of respected industry voices, journalists and tastemakers. The panel provides expert context and perspective, offering fans a credible starting point for engaging with the music, while their conversations are captured in a full-length social episode that invites fans to join the discussion.