MTN DEW adds NBA All-Star Zach LaVine as an athlete partner

The Dew Nation has a new player to support. NBA All-Star Zach LaVine is the next athlete to be added to the MTN DEW roster. Continuing the brand’s support of the NBA and its players, this newest partnership is just one aspect of additional collaborations with the NBA and 2K.

More and more, brands are looking to foster connections beyond the love a refreshing beverage. Whether it is part of a lifestyle, a celebrating the love of the game or something else, the reality is that people want a strong connection to the food and beverages that they love.

The connection between MTN DEW and the NBA is part of that conversation. While the DEW Nation is extremely loyal to their favorite beverage, it is more than just a sip of refreshment. Sometimes it is an open door to look beyond, try something new or just push the boundaries a little.

With the announcement of the newest athlete partner, Zach LaVine, MTN DEW shows that it is looking to have a foundation of all-star athletes who are making an impact on the game. LaVine joins NBA All-Star forward Zion Williamson and reigning WNBA MVP A’ja Wilson as part of the MTN DEW roster.

As Pat O’Toole vice president, MTN DEW, marketing, said, “When we select an athlete partner, we look for a complete package – someone who not only dominates on the court, but also aligns with the DEW lifestyle off the court. Zach is that complete package. We are looking forward to supporting him during the upcoming season and collaborating on future projects.”

Responding to his announcement, LaVine commented “MTN DEW has always been a brand that brings so much to hoops culture. Their approach is to work with players who are super authentic and true to themselves – that’s what attracted me to work with MTN DEW and I can’t wait to show fans what I’m all about.”

Since LaVine has found success in the MTN DEW 3-point contest, the brand used this announcement as a way to expand its partnership with 2K. According to the brand, there will be a MTN DEW 3-Point Contest and a DEW Zone area. In addition, there will be custom content featured LaVine and Williamson. Lastly, the DEW Store will start to feature new merchandise and other items.

What do you think of this newest partnership? Can you think of other ways that MTN DEW can expand its NBA partnership?