Tobey McIntosh & Sprite: Crenshaw Culture Goes Global

Get ready to see Crenshaw’s vibrant culture take center stage! Sprite has teamed up with 23-year-old designer Tobey McIntosh, the creative force behind Crenshaw Skate Club, for their exciting new campaign, “It’s That Fresh.”

Bringing Crenshaw’s Style to the World

This isn’t just about cool designs; it’s a full-blown cultural collaboration. McIntosh’s unique aesthetic, seen in pieces like a custom Sprite varsity jacket, is being woven into a larger fashion and cultural narrative built by the brand. His role goes beyond just design credits; he’s bringing his perspective as a designer deeply rooted in culture to Sprite’s global platform.

The campaign features custom merchandise—think T-shirts, hoodies, and more—all designed to celebrate individuality, creativity, and that authentic “this is me” energy that defines McIntosh’s work and the “It’s That Fresh” platform.

From London Festivals to Global Drops

The campaign kicked off with a tease back in December and recently made a splash at Sprite Fresh Fest in London. This was Sprite’s first festival since its 1989 debut, and attendees got an exclusive preview, including a special Crenshaw Skate Club streetwear installation with bespoke merch. But this is just the beginning!

The collaboration is set to continue throughout 2026 with more culturally driven drops and experiences. McIntosh’s designs will be integrated into the campaign as part of an ongoing creative language, effectively connecting Sprite with the very spaces where culture is being created.

A Deeper Dive into Street Culture

This partnership signifies a broader shift for Sprite as it leans more heavily into street culture. From hip-hop and basketball to the dynamic world of streetwear, the brand is refreshing its identity. Sprite has a history of backing emerging talent early on, from Drake to Kobe Bryant, and this collaboration with McIntosh is a continuation of that legacy.

For McIntosh, whose design philosophy sits at the crossroads of skate culture, streetwear, and global fashion, this moment feels incredibly significant. His work has always been rooted in personal history and community representation, a core value that has guided him from the start. He recalls a childhood fascination with self-expression through clothing, a passion that has now propelled him onto the global stage.

McIntosh describes this experience as a “pinch me” moment, reflecting on how rare it was to see people like him in such creative roles when he was growing up. Now, he’s not only filling that space but actively expanding it, bringing the unique spirit of Crenshaw to a worldwide audience.