Marketing and Sponsorship

Mtn Dew signs Zach LaVine to roster; deal includes NBA 2K22 collab

By Mike Boylan
LaVine will serve as Mtn Dew's in-game host, taking players through a variety of 3-Point challenges in NBA2K22NBAE/GETTY IMAGES

Mtn Dew has signed Bulls G Zach LaVine to its roster of athletes and his deal with the brand includes content in the "NBA 2K22" video game. LaVine serves as the brand’s in-game host, taking players through a variety of 3-Point challenges. Mtn Dew also expanded its partnership with 2K, which sees the brand featured in-game with the Mtn Dew 3-Point Contest and an area on the court known as the Dew Zone, both new additions to the series. In-game court deigns and merchandise from Mtn Dew along with content featuring LaVine will be made available in the coming months. Mtn Dew is the official soft drink of the NBA and its athlete roster also includes Pelicans F Zion Williamson and WNBA Las Vegas Aces F A'ja Wilson. LaVine’s other brand partners include Adidas, Cherrish, Finish Line, Panini and Zenni Optical. LaVine currently has over 450,000 followers on Twitter and over 2.3 million on Instagram.

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