LeBron James Partners Up to Launch New Energy Drink

Every morning is a chance to seize the day and close the gap between intention and motivation. No one embodies this mentality better than NBA icon, businessman and philanthropist LeBron James, an integral partner behind the launch of 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.

“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.

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.

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