PURCHASE, N.Y.: PepsiCo has sealed a multi-year partnership with NBA icon, businessman and philanthropist LeBron James that includes beverages with MTN Dew Rise Energy and will activate across PepsiCo's portfolio, including in the Snack category.
The multi-faceted deal starts with MTN Dew Rise Energy and will expand to touch on numerous aspects of James' wide-ranging work.
"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," said Fabiola Torres, CMO and SVP, Energy Category, PepsiCo.
"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," said James.
"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."
PepsiCo's and James' shared commitment to uplifting and impacting underserved communities creates a powerful combination with the opportunity to impact communities over the course of the partnership.
In 2020, PepsiCo announced a more than $400 million investment over five years to lift up Black business and communities, and increase Black representation at PepsiCo. The company's racial equality journey focuses on three pillars where it feels it can make the most impact — People, Business, and Communities.
In addition to James, MTN Dew Rise Energy will work with several influencers across sports and wellness; the first of a series of activations will occur at South by Southwest (SXSW). The brand will host virtual morning workouts daily for all festival attendees, giving the mental boost needed to conquer the morning.