Universities set for Basketball, creator workshops in new youth drive

A new youth-focused campaign blending music, basketball and digital creativity has kicked off in Nairobi, drawing thousands of young people to its launch event and setting the stage for a series of campus activations across the country.

The initiative by Sprite dubbed ‘It’s That Fresh’ opened with a Valentine’s Day takeover at the KICC COMESA Grounds, where more than 5,000 attendees turned up for a live music showcase headlined by Scar Mkadinali, Fathermoh, Ndovu Kuu, Tipsy Gee and Charisma.

The artists debuted a collaborative anthem tied to the campaign, signalling a broader push to align the brand with Kenya’s evolving youth culture.

Running from February to April, the programme will move into universities through basketball tournaments, creator workshops and a national digital challenge aimed at students.

Organisers say the campus leg will include ‘Fresh Masterclasses,’ workshops led by Carrie Wahu, Tileh Pacbro and dance collective Cluster.

The sessions will focus on practical skills in content creation, storytelling and digital marketing, areas increasingly viewed as viable income streams for young people in Kenya’s expanding creator economy.

Participants will also take part in a digital competition inviting students to share creative takes on everyday situations.

A total of 151 participants will be recognised each month, with prizes valued at Ksh.3 million over the campaign period.

On the sports front, the Sprite campaign will feature basketball takeovers at Kenyatta University, Moi University, Maseno University and Dedan Kimathi University.

The events are expected to include NBA-branded courts, trick-shot showcases and fashion-inspired sidelines, blending sport with performance and youth style.

Regional activations are also planned in Nairobi, the Rift Valley and the Lake region, combining live experiences with product sampling and entertainment.

Juliana Kituma, Director of Frontline Marketing at Coca-Cola Kenya, said the campaign seeks to re-engage young consumers by focusing on spaces where they “live, play and create.”

“For 2026, we’re taking things up a notch by re-igniting our presence in the spaces where Kenyan youth live, play and create. ‘It’s That Fresh’ is about delivering unforgettable experiences across music, basketball, campus culture and digital platforms — giving young people the chance to express themselves, connect with what they love and turn everyday moments into something iconic. Through immersive activations, partnerships and live experiences, Sprite is celebrating the fusion of culture and creativity that has always been at the heart of the brand,” Kituma said.

Marketing observers note that such experiential campaigns reflect a wider industry shift toward immersive, youth-driven engagement strategies, particularly as brands compete for relevance among Gen Z audiences whose interests span music, sport and digital platforms.

The three-month rollout is expected to culminate in a series of campus and online highlights showcasing emerging talent from across the country.