Sparkling Ice, a brand of Preston, Wash.-based TalkingRain Beverage Co., announced the launch of a new advertising campaign featuring Oklahoma City Thunder forward and 2014 NBA MVP Kevin Durant. “The Bold and the Best,” which is part of a recently announced partnership initiated by Durant, celebrates Durant’s career, both on and off the court, as part of an advertisement for one of the fastest-growing beverage brands in the United States, the company says.

The new campaign debuts on billboards and digital platforms in conjunction with the start of the 2014-2015 NBA season. Sparkling Ice billboards featuring Durant will be placed in highly trafficked areas in Durant’s hometown of Seat Pleasant, Md.; his college town of Austin, Texas; and his current stomping grounds in Oklahoma City. The campaign also will be featured on and the Bleacher Report.

“We are excited to debut our new campaign with Kevin Durant, who shares Sparkling Ice’s authentic vision, adventurous nature and philanthropic spirit,” said Kevin Klock, president and chief executive officer of TalkingRain Beverage Co., in a statement. “Partnering with such an amazing talent and driven businessman who also gives so much back to his community was an easy decision and natural fit. That combined with the fact that Kevin Durant happens to be a long-time fan of Sparkling Ice will make for a great partnership, and we look forward to all that is ahead.”

For a behind-the-scenes look at the campaign, watch the video below: