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Marketing and Sponsorship

Russell Westbrook's Versatility Off The Court Redefining Role Of Spokesperson

Thunder G Russell Westbrook "attacks his off-court exploits with the same ferocity as a breakaway dunk," whether it be his "next round of endorsements with major brands such as Air Jordan and Mountain Dew or sitting with buyers at fashion shows," according to a cover story by Tim Baysinger of ADWEEK. Westbrook's focus off the court makes him "tremendously appealing to marketers -- and not just in fashion." Wasserman Exec VP/Basketball Thad Foucher, who reps Westbrook, said, "You want that type of guy to represent your brand because you believe in a product. And a guy who believes in himself is an unbelievable marriage." Baysinger notes it is one of the reasons Mountain Dew "quickly gravitated toward Westbrook to become the national face of its Kickstart energy drink campaign." Mountain Dew Senior Marketing Manager Michael Craig said, "We knew that we wanted to come in and really change the way that brands partner with sports leagues." Westbrook said, "I try to find ways to impact pop culture." Craig notes that Mountain Dew is "currently in the middle of planning" for next season's campaign. Craig: "Last year was really about making an introduction and establishing Dew as a key partner for the NBA. We want Russell to be a huge part of what we have going forward." Baysinger notes Westbrook also has "turned his lifelong love of fashion into a legitimate business venture." He has "designed jeans" and also owns his own eyewear company, Westbrook Frames. Westbrook's shoe deal with Jordan brand is "atypical of the average sports star." Westbrook actually "designed the first lifestyle shoe with the Jordan brand, The Westbrook Zero." Foucher said, "It's going to be all on the fashion side. It's going to compete with Gucci, Prada and all of those shoes" (ADWEEK, 6/27 issue).  

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