TAMPA, Fla. — January 5, 2025 — Saratoga® Spring Water, the premium spring water brand that left a mark on culture in 2025, steps back into the spotlight today with a new ad campaign that will kick off bold, unexpected experiences from the brand in 2026. The first chapter of the campaign will run across TV, digital channels and in print nationwide starting today. Starring professional basketball star and cultural trailblazer Skylar Diggins (@skylardiggins), the campaign signals that 2026 will be nothing short of another extraordinary year.

Captured in cinematic black and white, and accented by the brand’s distinct color, Saratoga® Signature Blue, the new creative invites viewers to seize every moment to be extraordinary. In the spot, Diggins stays in constant motion, powered by self-determination, her keen sense of style, and inspired by her Saratoga® Spring Water.

“Our new campaign with Skylar, and the chapters to come later in the year, reflect Saratoga’s expansion into a broader cultural space.” said Kheri Tillman, CMO, Primo Brands. “Skylar is extraordinary on and off the court, and an ascendant figure in culture. If you could capture a perfect storm in a bottle – of talent, energy, strength and style – she’s it. We’re starting the New Year with a striking visual campaign, which will then lead us into other moments that offer a refreshed perspective on what a water brand can be.”

Skylar Diggins: A Standout in Saratoga® Signature Blue

Diggins is a standout personality in a league whose players represent athletic excellence, a bold take on style, and who cast a light on the possibilities – and challenges – facing women in sports today. The acclaimed athlete now brings her signature style to her starring role in the Saratoga® brand’s new campaign.

“For me, ‘extraordinary’ is about taking every opportunity to shake things up and go beyond what is expected of us,” said Diggins. “Saratoga® is my go-to for staying hydrated while I’m on the go, and I love how that comes to life in the campaign. What you see in the ad is a woman – me – in constant motion, stepping boldly into a variety of scenarios, and that’s because I’m more than one thing. The visuals capture that energy beautifully.”

Following today’s debut of the campaign, Diggins will attend the Golden Globes™, where Saratoga® will return as the Official Water of the show. As the brand’s ambassador at Hollywood’s most glamorous night, Diggins will offer viewers a look behind the scenes through her social media channels.

The new campaign was conceived by the in-house creative agency at Primo Brands, The Lab. The ad campaign with Diggins will kick off further culture-forward programming from the brand, with additional content and experiences planned for 2026.