ESPN reported last Wednesday that Oklahoma City Thunder star Russell Westbrook signed an endorsement deal with Mountain Dew to be the face of it’s new morning drink call Kickstart.
Last year Kickstart grossed $250 million dollars in sales and had an increase of 55 percent in sales volume according to Beverage Digest.
“Our brand is all about creativity, and Russell is always pushing the envelope,” said Jamal Henderson, Mountain Dew’s director of brand marketing.
Since the NBA has not signed with Mountain Dew and cannot use its logos, the focus is on Westbrook using his icon fashion boundaries according to Henderson. Westbrook already has signed with Jordan, Barney’s New York and Kings & Jaxs. His teammate Kevin Durant leads the league in endorsements with 13.