Every morning is a chance to seize the day and close the gap between intention and motivation. Embodying this mentality to the fullest is NBA icon, businessman and philanthropist LeBron James, an integral partner behind the launch of MTN DEW RISE ENERGY, an energy drink specifically formulated with ingredients to kick off the morning with a mental boost, immune support, and zero grams of added sugar, the company says.
MTN DEW RISE ENERGY, a brand of Purchase, N.Y.-based PepsiCo, has approximately 180 mg of caffeine, vitamins A and C, antioxidants and fruit juice. With Citicoline and caffeine to boost mental clarity and zinc for immune support, MTN DEW RISE ENERGY is designed to awaken ambition and help people conquer the day, according to the company.
MTN DEW RISE ENERGY is six flavors: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz and Peach Mango Dawn. Packaged in 16-ounce cans, the new energy drink is available at all major retail locations where PepsiCo products are sold for an average suggested retail price of $2.59.
MTN DEW RISE ENERGY cans feature a lion ― a king with a fierce inner spirit ― as the brand icon. The stylized lion is part of a bold visual identity created by PepsiCo's in-house design team, including impactful typography and vivid colors to help the brand stand out on shelf. The color palette was created to quickly cue the unique flavors while also helping consumers effortlessly navigate the shelf.
“As energy beverages evolve to provide even more functional benefits, we're excited to introduce the new MTN DEW RISE ENERGY for those looking for a morning boost with enhanced mental clarity and immune support that helps you conquer the morning to conquer the day,” said Fabiola Torres, chief marketing officer and senior vice president of the energy category at PepsiCo, in statement. “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.”
James added: “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. 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.
“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, senior vice president of media, sports and entertainment at 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 ― layered in with the MTN DEW RISE ENERGY ethos to help everyone reach their full potential ― 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.