Pepsi And LeBron James Collaborate To Launch Energy Drink
By Taruka Srivastav | March 18, 2021
LeBron James has entered into a partnership with PepsiCo.
As part of the collaboration, they have launched MTN DEW RISE ENERGY, a new kind of energy drink specifically formulated with ingredients to kick off the morning with a mental boost, immune support, and zero grams of added sugar.
“As energy beverages evolve to provide even more functional benefits, we’re excited to introduce the new MTN DEW RISE ENERGY for those looking for a morning boost with enhanced mental clarity and immune support that helps you conquer the morning to conquer the day,” said Fabiola Torres, CMO and SVP, Energy Category, PepsiCo.
“LeBron is the epitome of motivation and has achieved legendary status by seizing every morning. He not only continues to excel on and off the court but has dedicated his life to help others rise as well.”
“It’s important to me that I believe in the brands and products where I invest my time. When I first learned about the message behind the drink – the fact that every day is a chance to rise for all of us – that really resonated with me,” said James. “The ability to rise and find motivation to do more and be more every single morning is powerful. I’m excited about the opportunity to bring that to life through this partnership with PepsiCo.”
The multiyear PepsiCo partnership with James includes Beverages with MTN DEW RISE ENERGY and will activate across PepsiCo’s portfolio in unique and unexpected ways including in the Snack category. This multifaceted deal starts with MTN DEW RISE ENERGY and will expand to touch on numerous aspects of James’ wide-ranging work.
“LeBron is arguably the most influential celebrity in the galaxy right now. He dominates on the court, has a thriving enterprise, puts his family first, and is committed to social change and making a positive impact on communities,” said Adam Harter, SVP, Media, Sports and Entertainment, PepsiCo.
“He is not only going to be an incredible brand partner to MTN DEW RISE ENERGY, but we also look forward to the collective impact we can make on the people we serve through education, social justice and community initiatives.”