As we look ahead to NBA All Star weekend, Mountain Dew releases its new ad featuring DEW partner and MVP candidate Russell Westbrook. In Don’t Do They, Russell and DEW challenge ‘they,’ instigating a culture that pushes boundaries and encourages people to “do you.”
Westbrook is an athlete who constantly challenges the status quo, inspiring individuality. In Don’t Do They, Russell truly embodies what it means to Do the DEW.
The ad also coincides with DEW’s launch of overall plans for NBA All Star 2017 in New Orleans. Mountain Dew is celebrating “the game beyond the game” through unique fan experiences. These experiences will come to life in a number of ways including: the launch of The Courtside Project at Courtside HQ, which brings together NBA players and trendsetters across style, art and music, and a 3×3 basketball game for elite amateur players featuring NBA All-Stars Russell Westbrook and Kyrie Irving as honorary general managers.
The Courtside Project at Courtside HQ
– The DEW All-Star fan experience, Courtside HQ, will serve as home base for these unique projects that celebrate hoops lifestyle.
– For the first project, DEW is teaming up with Don C., hoops style trendsetter and founder of the luxury sportswear brand JustDon, to announce a Capsule Collection – Don C for DEWxNBA – to be released later this year.
– For the second project, hip-hop artist, actor and long-time DEW partner Joey Bada$$ will be on hand to film the music video for the first live performance of his new track “Victory”—a love letter to basketball—which drops Wednesday, Feb. 15.
3×3 basketball game
The introduction of the first-ever DewNBA3X 3×3 All Star Game featuring some of the top elite amateur players in the country with Russell Westbrook and Kyrie Irving as the general managers, NBA legends and Turner Sports NBA analysts Shaquille O’Neal and Dennis Scott as the coaches and NBA legends Jason Williams and Baron Davis as captains of the two teams. A 30-minute special of the game will air on TNT on Feb. 18 at 6 p.m. ET leading into All Star Saturday Night.
Make sure you tune in this weekend.