MTN DEW® Signs NBA® All-Star Zach LaVine
MTN DEW has partnered with NBA All-Star Zach LaVine as part of its marketing strategy, enhancing its visibility in the basketball community. LaVine joins other athletes like Zion Williamson in promoting the brand. His presence in NBA 2K22 features 'quest-giving' roles for players, highlighting MTN DEW's engagement in gaming culture. The collaboration aims to integrate LaVine into various marketing initiatives, including the MTN DEW 3-Point Contest that is introduced in NBA 2K22. This partnership reflects MTN DEW’s commitment to aligning with athletes who embody its lifestyle.
- Partnership with NBA All-Star Zach LaVine enhances brand visibility in sports and gaming.
- LaVine's promotional activities include a role in the popular game NBA 2K22, increasing engagement.
- Expansion of MTN DEW's marketing initiatives through the introduction of the MTN DEW 3-Point Contest.
- None.
PURCHASE, N.Y., Sept. 10, 2021 /PRNewswire/ -- MTN DEW®, the official soft drink of the NBA®, has signed NBA All-Star Zach LaVine to its national roster of athletes alongside NBA All-Star forward Zion Williamson and reigning WNBA MVP A'ja Wilson. LaVine's debut with MTN DEW includes his appearance in NBA® 2K22 – officially out today – where he will be a "quest-giving" personality in The City* and take MyPLAYERS through a variety of 3-Point challenges.
"When we select an athlete partner, we look for a complete package – someone who not only dominates on the court, but also aligns with the DEW lifestyle off the court," says Pat O'Toole, vice president, MTN DEW, marketing. "Zach is that complete package. We are looking forward to supporting him during the upcoming season and collaborating on future projects."
On the heels of adding LaVine to its roster, MTN DEW is expanding its partnership with 2K – headlined by the following new additions in NBA 2K22: the MTN DEW 3-Point Contest and The DEW ZONE™, an area on the court 30-feet from the hoop. In the coming months and beyond, fans can look out for exclusive in-game court designs, merch via The DEW Store and custom content featuring Zion and Zach going head-to-head (and talking a little smack) in an epic NBA 2K matchup.
"MTN DEW has always been a brand that brings so much to hoops culture," said Zach LaVine. "Their approach is to work with players who are super authentic and true to themselves – that's what attracted me to work with MTN DEW and I can't wait to show fans what I'm all about."
Seven years into his NBA career, Zach has grown from a promising 19-year-old rookie into one of the game's All-Stars and the face of a franchise in Chicago. He has increased his scoring production every season since joining the team in 2017 and is coming off a career year in which he made his first NBA All-Star Game appearance, and once again, participated in the MTN DEW 3-Point Contest.
Fans and gamers can be sure to pick up NBA 2K22 and take on the MTN DEW 3-Point Contest alongside the entire DEW roster, including Zion, Zach, A'ja and more. In addition, fans can keep an eye out on DEW social channels for more ways to rock Zach's in-game style through merch drops later this month.
NBA 2K22 is available worldwide today for PlayStation 5 and PlayStation 4, Xbox Series X|S and Xbox One, Nintendo Switch, and PC platforms. For more information, please visit the game's official website or follow NBA 2K on TikTok, Instagram, Twitter, YouTube, and Facebook for the latest NBA 2K22 news.
*The City feature is available only on PlayStation®5 and Xbox Series X|S consoles.
Jayme Mizzoni
Jayme.Mizzoni@pepsico.com
Brad Shulkin
BShulkin@golin.com
About MTN DEW
MOUNTAIN DEW®, a product of PepsiCo North America 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 the original MOUNTAIN DEW and DIET MOUNTAIN DEW®, the permanent DEW® product line includes MTN DEW® KICKSTART™, MOUNTAIN DEW CODE RED®, MOUNTAIN DEW VOLTAGE®, MTN DEW® ZERO SUGAR, MTN DEW MAJOR MELON™ and MTN DEW MAJOR MELON™ ZERO SUGAR. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on Twitter @mountaindew.
About 2K
Founded in 2005, 2K develops and publishes global interactive entertainment for console and handheld gaming systems, personal computers, and mobile devices, with product availability including physical retail and digital download. The Company is home to many talented development studios, including Visual Concepts, Firaxis Games, Hangar 13, Cat Daddy Games, 31st Union, Cloud Chamber, and HB Studios. 2K's portfolio currently includes several AAA, sports, and entertainment brands, including global powerhouse NBA® 2K; renowned BioShock®, Borderlands™, Mafia, Sid Meier's Civilization® and XCOM® brands; popular WWE® 2K and WWE® SuperCard franchises, as well as the critically and commercially acclaimed PGA TOUR® 2K. Additional information about 2K and its products may be found at 2K.com and on the Company's official social media channels. 2K is a publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO).
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SOURCE PepsiCo
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