PepsiCo partners with NBA star LeBron James on MTN Dew energy drink

PepsiCo is partnering with LA Lakers star LeBron James to launch an all-new energy drink MTN Dew Rise Energy, a drink that is created to boost mental capacity and immunity.

“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,” he added.

James’s new partnership with PepsiCo comes after 18 years of working with rival, Coca-Cola. The NBA player is known for his multiple endorsements, partnerships, and business deals, and for him, this is just one of them.

“It’s important to me that I believe in the brands and products where I invest my time,” James said. “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.”

One can of MTN Dew Rise Energy contains the same amount of caffeine in two cups of coffee. It also contains vitamins A and C, and Zinc. The product has only 25 calories and no added sugar. Its added ingredients put the company at a competitive advantage over rival products.

The energy drink will be available in six flavors: Strawberry Melon Spark, Berry Blitz, Pomegranate Blue Burst, Peach Mango Dawn, Orange Breeze, and Tropical Sunrise. The product’s goal is to attract a wide array of consumers, not only those that prefer basic energy drinks.

The partnership with LeBron James will activate access across other categories, including the Snack category. The deal will also highlight the shared values of both parties and their commitment to the communities they serve.

The MTN DEW RISE ENERGY drink’s ethos is to help everyone reach their full potential as it creates an opportunity to impact underserved communities throughout the multiyear partnership. James and the MTN Dew team will work with several influencers in the sports and wellness industry. The brand will also host virtual daily morning workouts for all festival attendees.

“The ability to rise and find the 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 and PepsiCo,” James said.

The product’s can features a fierce lion as the brand icon. The choice of image portrays what the energy drink will work out in its consumers.