PepsiCo, LeBron James partner on Mtn Dew Rise Energy launch


PepsiCo is shaking up the energy drink game with a brand new entry into the category.

The company partnered with NBA star LeBron James on the launch of its new Mtn Dew Rise Energy beverage.

“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,” Adam Harter, senior vice president of media, sports and entertainment at PepsiCo said. “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.”

Formulated with ingredients that aim to provide a mental boost as well as immune support, the beverage line contains 0 g of added sugar and contains approximately 180 mg of caffeine, as well as vitamins A and C, antioxidants and fruit juice, the Purchase N.Y.-based company said.

Also featuring citicoline and zinc, Mtn Dew Rise Energy is available in six flavors — pomegranate blue burst, orange breeze, strawberry melon spark, tropical sunrise, berry blitz and peach mango dawn.

“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.”

Available in 16-oz. cans, consumers can find Mtn Dew Rise Energy at major retail locations for the suggested retail price of $2.59.