Gatorade Turns the World Upside Down with ‘Stranger Things’ Collaboration

Gatorade has teamed up with Netflix’s Stranger Things for a nostalgic “Upside Down” campaign, reviving its 1987 “No Ordinary Thirst Quencher” with a supernatural twist. The collaboration includes the return of Citrus Cooler, collectible bottles, retro apparel, and an 80s-inspired film celebrating performance, culture, and the upcoming final season.

In a nostalgic and electrifying move, Gatorade, the world’s leading sports drink from PepsiCo, has unveiled a creative campaign that blends athletic performance with pop culture magic — this time, by teaming up with Netflix’s Stranger Things for the show’s highly anticipated final season.

The campaign, aptly titled “Upside Down”, transports fans back to 1987, reviving Gatorade’s iconic “No Ordinary Thirst Quencher” campaign — now reimagined with a supernatural Stranger Things twist. The idea: to celebrate what makes both Gatorade and the Netflix phenomenon so beloved — their shared ability to fuel energy, imagination, and extraordinary moments.

According to PepsiCo, the collaboration has been nearly two years in the making, developed with the ambition to “fuel the cultural conversation” as Stranger Things gears up for its fifth and final season. The Gatorade team worked closely with Netflix to craft a campaign that resonates with both sports fans and pop culture enthusiasts, drawing on nostalgia and the spirit of the 1980s.

The campaign film — a dynamic blend of retro aesthetics, Hawkins-era references, and Gatorade’s signature sports energy — captures the look and feel of the 1980s while adding a supernatural twist. It immerses viewers in the Hawkins universe, where performance meets the paranormal, and the ordinary becomes extraordinary.

The partnership is more than a commercial tie-in. Gatorade is reintroducing Citrus Cooler, the fan-favorite flavor famously linked to NBA legend Michael Jordan in the late 1980s — now reborn as a collectible edition celebrating Stranger Things. Fans can also look forward to limited-edition bottles, retro-inspired apparel drops, and exclusive merchandise that merge the world of Hawkins with the heritage of Gatorade.

From branding to packaging, every element draws from the 1980s design language, creating an immersive throwback experience. The campaign’s visual storytelling celebrates neon palettes, analog textures, and VHS-style grit — blending nostalgia with innovation in a way only Gatorade can.

At its heart, the collaboration speaks to Gatorade’s longstanding reputation for transcending sport. The brand’s message has always been about more than hydration — it’s about fueling greatness. By partnering with a cultural powerhouse like Stranger Things, Gatorade bridges generations, connecting the drive of athletes with the creativity of fans.

For fans of both brands, the campaign offers a nostalgic thrill. The return of 1980s-style packaging and storytelling evokes memories of a time when sports drinks were becoming cultural icons, while Stranger Things continues to be the ultimate homage to that very era. By fusing their worlds, Gatorade and Netflix have managed to turn nostalgia into an energetic, youth-driven campaign that bridges decades.

As the countdown to Stranger Things Season 5 intensifies, Gatorade’s campaign serves as both a tribute and a teaser. It positions the brand at the center of one of pop culture’s biggest finales — while reminding audiences that great performance, like great storytelling, never goes out of style.

From its revived flavors and collectible drops to its cinematic campaign film, Gatorade’s “Upside Down” project is a masterclass in blending brand heritage with entertainment storytelling. It’s a campaign that doesn’t just quench thirst — it fuels emotion, memory, and fandom.

And just like the kids of Hawkins, Gatorade’s message is clear: when the world turns upside down, extraordinary energy always finds a way to rise.