1993
■ “Do The Dew” TV campaign features action sports.
■ Sponsors Burton’s U.S. Open of Snowboarding.
1995
■ Becomes the first sponsor of the X Games.
1996
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Tara Hamilton
Photo by: Dom Cooley / Shazamm / ESPN Images |
■ Sponsors its first athlete, wakeboarder Tara Hamilton.
1997
■ Becomes the first sponsor of the Winter X Games.
1998
■ Sponsors the Vans Triple Crown Series.
1999
■ Becomes the first sponsor of the Gravity Games.
■ Expands its athlete roster to include a full team of action sports pros.
2002
■ Creates the amateur Free Flow Tour series.
2004
■ Signs Paul Rodriguez and Shaun White to athlete roster.
2005
■ Co-creates the Dew Tour.
■ “First Descent” (produced by Mountain Dew) is released.
2006
■ Mountain Dew-sponsored snowboarders Shaun White and Hannah Teter win Olympic gold medals in Turin, Italy.
2007
■ Creates Am-Force, an amateur skate team handpicked by Paul Rodriguez.
2008
■ Winter Dew Tour begins.
2010
■ Renews with Alli for the Dew Tour.
2011
■ 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.
2012
■ 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
