SBJ/February 25-March 3, 2013/In Depth
Mountain Dew's action sports timeline
Published February 25, 2013, Page 16
■ “Do The Dew” TV campaign features action sports.
■ Sponsors Burton’s U.S. Open of Snowboarding.
■ Becomes the first sponsor of the X Games.
■ Sponsors its first athlete, wakeboarder Tara Hamilton.
■ Becomes the first sponsor of the Winter X Games.
■ Sponsors the Vans Triple Crown Series.
■ Becomes the first sponsor of the Gravity Games.
■ Expands its athlete roster to include a full team of action sports pros.
■ Creates the amateur Free Flow Tour series.
■ Signs Paul Rodriguez and Shaun White to athlete roster.
■ Co-creates the Dew Tour.
■ “First Descent” (produced by Mountain Dew) is released.
■ Mountain Dew-sponsored snowboarders Shaun White and Hannah Teter win Olympic gold medals in Turin, Italy.
■ Creates Am-Force, an amateur skate team handpicked by Paul Rodriguez.
■ Winter Dew Tour begins.
■ Renews with Alli for the Dew Tour.
■ Green Label Art: Shop Series skate shop program launches.
■ Partners with Burton on Green Mountain Project collaboration using recycled bottles to make snowboard apparel, outerwear and accessories.
■ Renews relationship with Alli and announces a new Dew Tour format.
■ National TV campaign, “This is How We Dew,” features Paul Rodriguez, Theotis Beasley and Danny Davis, along with Lil Wayne, Dale Earnhardt Jr. and Mac Miller.
Source: Mountain Dew