Sprite challenged ANALOGUE to go beyond a campaign and build a world for their new partnership with the NBA, placing Sprite at the centre of the fan journey from fridge to arena floor

Sprite and the NBA share a long standing, culture driven relationship rooted in basketball itself. For decades, Sprite has been embedded in the sport through iconic campaigns and athlete partnerships. That history creates an authentic foundation for a collaboration that feels earned, not applied.
The ambition was to transform this legacy into a unified identity that emotionally engages fans, increases rate of sale, and recruits new consumers across 17 cities. The system had to bring together Sprite, the NBA, and individual teams while flexing across SKUs, channels, and environments including retail, OOH, digital, social, and in venue.

First came ‘Sprite Hoops’, a dedicated brand mark designed to anchor the campaign and future basketball activations. Created as an umbrella for all basketball-related touch points, it is a flexible, future-proof device that brings clarity and longevity beyond a single season. A timeless mark, built to live confidently both on and off pack.

The Design System

At the heart of the identity is the fractured court, a modular visual language inspired by basketball the geometry from court markings. It creates a flexible framework for layering team logos, city landmarks, and cultural icons, while keeping Sprite green at the core. Additionally a tab device inspired by trading cards features in the design and elevates each can from beverage to trophy, reinforcing collectability.

Each can amplifies its local relevance by highlighting key aspects of its city, making collectability personal and scarcity geographical. Fans collect their own city first, then seek out others, turning local pride into a broader cultural chase.

From a commercial perspective, this shifts how people see value. Instead of focusing on a single purchase, price becomes less of a concern as buying feels more like a growing collection. Different variants tell their own stories, and the product itself becomes part of that narrative. This approach relies less on advertising, letting the shelf, the unboxing experience, and the joy of collecting speak for themselves.

This design system brought to life 17 bespoke NBA cans and multipacks that instantly grabs attention on the shelf, radiating both the excitement of basketball and a sense of freshness. Each can and box feels like a bold graphic print that a fan would proudly hang on their wall, more like a collectible piece of art than just packaging.

The designs aren’t just visually striking; they connect with fans on an emotional level, turning every can into a part of the fan experience and making the act of collecting feel just as rewarding as the product itself.

For more information on the design, visit Analogue's website or follow them on Instagram .

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