LeBron James is parting ways with Coca-Cola and is "poised to back rival brands from PepsiCo," according to E.J. Schultz of AD AGE. The move, first reported by Front Office Sports, connects James "with Mtn Dew’s forthcoming 'Rise Energy' line." Coca-Cola "confirmed it was ending its longstanding relationship with James" after its formal deal expired in September. The company is in the "midst of a marketing overhaul that includes putting every ad and media agency account into review." A source said that James’ deal "could extend to trademark Pepsi-Cola." James has been with Coke since '03, when he was 18 years old, and has "frequently been involved in advertising for Coke-owned Sprite, often in ads" created by Wieden+Kennedy, Portland. PepsiCo took over from Coca-Cola as an NBA sponsor in '15 (ADAGE.com, 1/15). FOX BUSINESS' Julius Young noted in '14, Coca-Cola "gave James his own signature Sprite drink dubbed, 'Sprite 6 Mix by LeBron James.'" His deal with the company reportedly "expired in September" (FOXBUSINESS.com, 1/15).
