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The NBA stars team up with DEW® to celebrate the Lifestyle and Culture of the Game in Unexpected Ways
Oct 24, 2016
PURCHASE, N.Y., Oct. 24, 2016 /PRNewswire/ -- Today, MOUNTAIN DEW announced that NBA All-Star and DEW front man Russell Westbrook, who signed on with the brand last year, renewed his #partnership through the 2018-19 NBA season. Simultaneously, the NBA champion and All-Star point guard #kyrieirving is joining the DEW lineup. Westbrook and Irving will partner with DEW to celebrate the lifestyle and culture of the game in unexpected ways, including an exciting and larger-than-life activation around tip off.
"DEW gets me as both a player and an individual and I'm proud of our collaborations over the past year and a half," said Westbrook. "I love that I can do me, while still doing the DEW."
"I am excited to be a part of the DEW lineup," said Irving. "Mountain Dew is a brand that celebrates being an individual and I continue to work to be the best version of me on and off the court. I can't wait for what's coming up next."
This #partnership deepens the relationship between Irving and PepsiCo, which was established in 2012 with the success of Irving's "Uncle Drew" videos. The original Uncle Drew spot, "Chapter 1", has received more than 47 million views, making it the most- viewed basketball-related video in YouTube history, according to ESPN. Irving also remains a partner of brand #pepsi.
The Game Beyond the Game
Throughout the 2016-2017 season, DEW plans to get fans closer to the NBA lifestyle. This includes everything that the NBA and its players touch and influence—from style and music to art and tech—all with a dash of humor.
"The NBA is more than just a #sport to basketball fans," said Ryan Collis, senior director of marketing, Mountain Dew. "It represents a source of inspiration, which lines up with the spirit of the DEW Nation—celebrating sports and culture while having a damn good time. Both Russell Westbrook and #kyrieirving are the perfect embodiment of this message, as talented players with their fingers on the pulse of everything that's cool, fun and relevant right now."
Westbrook and Irving may be two of the most recognizable players on the 19-man DEW lineup, but they are joined by other star players, such as NBA All-Star Isaiah Thomas, Los Angeles Lakers power forward Julius Randle and Miami Heat small forward Justise Winslow. Together, the DEW lineup will engage in national and local marketing initiatives, from in-store and #event activations to TV, digital and social media campaigns.
DEW Tips off NBA Season with Largest Basketballs Ever, We Think
DEW is starting off the NBA season with something unexpected: 40-foot-tall glowing basketballs. In the days leading up to tip off on October 25, DEW is placing these giant basketball installations in three cities that are home to some of the country's biggest NBA fans: Los Angeles, Miami and Cleveland.
"Though we're not yet able to say this conclusively, we have every reason to believe these are the world's largest basketballs," said an anonymous source close to MOUNTAIN DEW.
DEW unveiled the first two locations over the weekend with the help of team partners—the Los Angeles Lakers and Miami Heat. The DEWxNBA basketball installation will make its final stop at the home of the 2015-16 NBA ChampionCleveland Cavaliers. Starting in the early hours of the day on October 25, fans can go to Public Square to show their fandom and snap a photo of the massive basketball, witness surprise appearances and have a shot at scoring tip-off tickets. Follow @mountaindew and @cavs on Twitter for more details.
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