Rockstar Launches Live Loud Rebrand, Taps Tyler Reddick to Rebuild Share

1 articles · Updated · Marketing Dive · Jul 13

Celsius-owned Rockstar has rolled out a “Live Loud” identity that restores the brand’s yellow color scheme and leans back into its disruptive, traditional-energy positioning after years of market-share erosion.
A multiyear deal with NASCAR driver Tyler Reddick is central to that push, giving Rockstar exposure in the East and South—regions where executives say the brand has recently lost ground.
Rockstar is also shifting marketing toward smaller music festivals, local venues and emerging artists rather than mass-market events, aiming to reconnect with younger consumers through subcultures tied to the brand’s roots.
The revamp comes as Celsius expands investment across its portfolio after posting record first-quarter revenue of $783 million, more than 20% U.S. energy-beverage dollar share and 2025 revenue growth of 85.5% to $2.5 billion.