""Making the first-ever signature Sprite Sound is the type of artistic collaboration I love, since we both stand for empowering artists and authentic self-expression," Mustard said. "Sprite is iconic and a legend in music culture, and I made the new sonic identity to be intense, crisp and just as iconic as the brand.""
""We're always inspired by our heritage, but try to do it in a new way. And so we loved that spirit, loved that vibe, but wanted to do it in another location that's also known for street culture and for shaping culture," says Oana Vlad, Sprite's Vice President of Global Brand."
Sprite's FreshFest event took place on March 19 in Shoreditch, transforming a former electric station into a vibrant basketball court. The event celebrated Sprite's global partnership with the NBA and EuroLeague Basketball, featuring performances by Little Simz, LeoStayTrill, and DJ Jada-Kai. The highlight was the debut of the new 'Sprite Sound,' created by producer Mustard. Sprite revived FreshFest, originally hosted in the '80s, to launch its 'It's That Fresh' campaign, emphasizing its cultural heritage and connection to street culture.
Read at Bustle
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