PepsiCo is partnering with NBA player and philanthropist LeBron James to launch a new kind of energy drink, according to a press release.
MTN DEW RISE ENERGY has no sugar but it’s packed with nutrients to provide a mental boost and some immune support. The new drink was created to help people kickstart their mornings and conquer the day, a press release states. The launch of MTN DEW RISE ENERGY is the first installment in PepsiCo’s multiyear partnership with James as the company plans to expand on the icon’s wide range of work.
“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,” James said in a statement. “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.”
PepsiCo’s new partnership with James reportedly comes as part of a commitment the beverage company made last year to invest $400 million over five years to uplift Black businesses and communities, and increase its Black representation.
“LeBron is the epitome of motivation and has achieved legendary status by seizing every morning,” said Fabiola Torres, CMO and SVP of the energy category at PepsiCo, in a press release. “He not only continues to excel on and off the court but has dedicated his life to help others rise as well.”
MTN DEW RISE ENERGY is now available in retail stores for $2.59. As the new energy drink hits the shelves, the PepsiCo team behind MTN DEW RISE ENERGY plans to work with wellness and sports influencers to spread the word about the beverage. As part of this, the team is also hosting virtual morning workouts during South by Southwest this week for all attendees.