Russell Westbrook and Kyrie Irving as honorary general managers. Westbrook also stars in new DEW creative that dropped today where he challenges the expected with a new rallying cry: "don't do 'They'—do you."
The weekend will unfold with:
Russell Westbrook Ignites Rallying Cry: "Don't Do 'They' – Do You"
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Pitch Black™, Mountain Dew Voltage®, Mountain Dew White Out® and Mountain Dew Kickstart™. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on Twitter @mountaindew.
The weekend will unfold with:
Russell Westbrook Ignites Rallying Cry: "Don't Do 'They' – Do You"
New creative featuring DEW partner and NBA All-Star Russell Westbrook will premiere on broadcast during Dew NBA 3X │ All-Star Edition airing Saturday, Feb. 18 at 6 p.m. ET
on TNT. In the spot, Westbrook defies what "They" tell you to do – from
sporting his signature "rule-breaking" style to ordering sushi in Oklahoma.
Westbrook is an athlete who
constantly challenges the status quo, inspiring individuality. He truly
embodies what it means to "Do the DEW" - that's why he joined the DEW
team in 2015 and recently renewed his partnership through the 2018-19
NBA season.
"'Don't do they, do you' are
words I've been living by for my entire life," said Westbrook. "Working
with Mountain Dew lets me help inspire people to be themselves, focus on
what they want to achieve—and say goodbye to the rest."
DEW Launches The Courtside Project in New Orleans with Courtside HQ
DEW will use NBA All-Star
2017 as its tip-off for The Courtside Project, a series of creative
projects by NBA players, cultural creative icons and fans that will
celebrate NBA lifestyle throughout the season. Through this
boundary-pushing series, DEW aims to get fans closer to hoops culture
off the court including everything from style and music to art and tech.
"Basketball's influence
extends beyond the sport into music, style, art and more. It's the 'game
beyond the game' and what we are celebrating through The Courtside
Project in New Orleans and throughout the rest of the season," said Ryan Collis, senior director of marketing, Mountain Dew.
The DEW All-Star fan experience, Courtside HQ,
will serve as home base for these unique projects that celebrate hoops
lifestyle. For the first project, DEW is teaming up with Don C. – hoops
style trendsetter and founder of the luxury sportswear brand JustDon –
to announce a Capsule Collection – Don C for DEWxNBA – to be released later this year.
"Growing up in Chicago,
idolizing the greats from the game, the NBA has always been a source of
style inspiration for me – from my first pair of sneakers to seeing the
players walk down the tunnel on game days," said Don C. "With this
collection, I am excited to creatively expand on the ever present
inspiration of the players, style icons and fans through my designs."
For the second project,
hip-hop artist, actor and long-time DEW partner Joey Bada$$ will be on
hand to film the music video for the first live performance of his new
track "Victory"—a love letter to basketball—which drops Wednesday, Feb. 15. Fans will have a chance to secure their spot for The Victory Party featuring Joey Bada$$ and DJ Irie by visiting www.mountaindew.com/nba/courtsidehq.
Additionally, players from the DEW roster, including 2017 NBA All-Stars Westbrook, Irving, Giannis Antetokounmpo and Isaiah Thomas, will be on-site throughout the weekend where they'll let loose and give fans a glimpse into their passions off the court.
These appearances and
projects will unfold in an undeniably DEW-themed space, mashing together
classical architecture with DEW's signature neon green, and will
feature a full photo studio, designed and run by Brooklyn-based creative
house, The Madbury Club. The space will serve as a hub for a rotating roster of NBA players, legends, musicians, DJs and NBA trendsetters.
Dew NBA 3X: All-Star Edition Elevates 3x3 Basketball to Elite Level
DEW, Turner Sports
and the NBA are teaming up to bring 3x3 basketball to a national stage
in the first-ever DewNBA3X │ All-Star Edition, headlined by DEW NBA
partners Russell Westbrook
and Kyrie Irving who will serve as honorary general managers for their
teams. A 30-minute special of the game will air on TNT on Feb. 18 at 6 p.m. ET.
To recruit the best talent, NBA legends and Turner Sports NBA analysts Shaquille O'Neal and Dennis Scott
scouted the top elite amateur players from across the country for NBA
All-Stars Irving and Westbrook. The chosen players matched up for
intense, one-on-one elimination games to see who would make the cut and
compete in New Orleans, where NBA legends Jason Williams and Baron Davis will captain the two teams.
With the help of these
current and former NBA stars, the players will compete for the ultimate
title in 3x3 basketball. The winning team will take home $10,000
and have the chance to compete in the invite-only NBA D-League National
Tryout. Additionally, the winning GM – Westbrook or Irving – will
receive $10,000 for his charity, the Why Not? Foundation or Best Buddies, respectively.
"Spanning Turner Sports'
footprint across television, digital, social and on-site at All-Star
Weekend, Dew NBA 3X exposes fans to some of the best amateur basketball
athletes in the country alongside the NBA's best from past and present,"
said Will Funk, EVP of sales and property sponsorships for Turner Sports.
"This is a perfect example of a true partnership that dives deep into
basketball sports culture and uniquely engages those fans across all
platforms."
A series of six episodes running on TNT chronicles the players and NBA legends on their journey to New Orleans, from the heated tryouts to the draft to build the best team. Watch episodes here.
About MOUNTAIN DEW
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Pitch Black™, Mountain Dew Voltage®, Mountain Dew White Out® and Mountain Dew Kickstart™. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on Twitter @mountaindew.
About PepsiCo
PepsiCo products are enjoyed
by consumers one billion times a day in more than 200 countries and
territories around the world. PepsiCo generated more than $63 billion
in net revenue in 2015, driven by a complementary food and beverage
portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and
Tropicana. PepsiCo's product portfolio includes a wide range of
enjoyable foods and beverages, including 22 brands that generate more
than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is
Performance with Purpose – our goal to deliver top-tier financial
performance while creating sustainable growth and shareholder value. In
practice, Performance with Purpose means providing a wide range of foods
and beverages from treats to healthy eats; finding innovative ways to
minimize our impact on the environment and reduce our operating costs;
providing a safe and inclusive workplace for our employees globally; and
respecting, supporting and investing in the local communities where we
operate. For more information, visit www.pepsico.com.
SOURCE Mountain Dew
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