Mountain Dew yesterday announced a multiyear partnership with Thunder G Russell Westbrook, marking the brand’s first national partnership with a basketball player. Westbrook will launch an entirely new extension of the Mtn Dew Kickstart "It All Starts with a Kick" campaign, including two new flavors -- Pineapple Orange Mango and Strawberry Kiwi. Fans will get a first look Saturday when a new TV commercial airs, starring Westbrook and his buddies (Mountain Dew). Mountain Dew Dir of Brand Marketing Jamal Henderson said that since the brand "doesn't have an official deal with the NBA and can't use its logos, the focus on Westbrook will be his off-the-court innovating as a fashion icon pushing boundaries." ESPN.com's Darren Rovell noted Westbrook "has a Jordan brand deal, a clothing and eyeglasses line sold" at Barney's N.Y. and an "underwear deal with Kings & Jaxs" (ESPN.com, 2/11). USA TODAY's Nina Mandell wrote Westbrook's affinity for Mountain Dew is "reminiscent" of Seahawks RB Marshawn Lynch’s "love of Skittles." Westbrook said that when he was in high school, his mom "would stop at a gas station almost every day where she would get a Pepsi and he and his brother would drink Mountain Dew." Westbrook: "We used to drink Mountain Dew pretty much every day" (USATODAY.com, 2/11).
