Russell Westbrook Joins DEW® Nation
Meet Russell Westbrook, our newest all-star athlete and the new face of MTN DEW ® KICKSTART™.
MOUNTAIN DEW® took a vertical leap and announced a multi-year partnership with basketball all-star and cultural icon, Russell Westbrook. The partnership with Westbrook, who is known for his creative personality on and off the basketball court, marks the original flavor's first national partnership with a pro basketball player and will tip off an entirely new extension of the MTN DEW® KICKSTART™ “It All Starts with a Kick” campaign.
“It's about creativity and looking at life through your own lens and living it the way you want to live it.”
As the newest member of DEW® Nation, Westbrook will be the face of MTN DEW® KICKSTART™, including the two new bold flavors—Pineapple Orange Mango and Strawberry Kiwi—that fuse an energizing blast of DEW® with real fruit juice, coconut water and just the right amount of kick which hit shelves in January 2015.
“Becoming part of DEW® Nation just felt really organic and authentic for me,” said Westbrook. “The brand is an instigator—it's about creativity and looking at life through your own lens and living it the way you want to live it. Those are all attributes that are core to who I am.”