From retro-futuristic hydration powders like Magna to sunscreens from Vacation that are designed to smell like a 1986 poolside holiday, CPG brands are awash in the warm fuzzies of nostalgia. 

More specifically, nostalgia drenched in sporty undertones. Brands like Joggy (and energy drink), HY.Q (a sports beverage), and Offfield (a cannabis sports beverage and gummy brand) are infusing their products with the aesthetics of decades past, pulling heavily from the ’80s and ’90s playbook of neon, bold typefaces, and grainy athletic imagery. The result is a movement that feels at once familiar and refreshing. It’s a welcome break from the sterile world of DTC minimalism and optimization culture.