A generation that once chased adrenaline in mosh pits and dive bars now finds it in cookouts and carpool lines.
For New Elders, growing up isn’t slowing down.

It’s finding new fuel for their fire.

Liquid Death brings you a hero video featuring a day-in-the life of a dad fueled by Liquid Death, shot like a sports hype reel.

Liquid Death will release limited-edition Dad Survival Kits, each built around a different kind of dad and the chaos he’s trying to survive.
The kits will be available for purchase and sent as PR packages to well-known dad influencers, who’ll put them to the test on social - positioning Liquid Death as the ultimate fuel for whatever dad life throws at you.

Liquid Death is turning the everyday chaos of fatherhood into a competitive sport.
Introducing the Dad-Lympics - a three-day social competition featuring The Rock, Kevin Hart, and other battle-tested dads fighting for parental supremacy.

It starts with bootcamp. Then come the challenges: the Don’t Wake the Baby Obstacle Course, the Grocery Sprint Challenge, and other wildly unnecessary tests of dad strength, speed, patience, and survival skills.

The whole thing unfolds across social, turning the chaos of raising children into the sporting event nobody asked for - but every dad has been training for.