After 20 years, the game changed hands.

Sprite owned the sidelines.
We came for the culture around it.

The launch of Mountain Dew x NBA wasn’t about replacing a sponsor, it was about redefining what a partnership could be. Not logos on jerseys. Not moments during the game. The entire ecosystem around it.

We built a platform that treated basketball like what it actually is: a 24/7 lifestyle. From the players pushing the game forward to the culture orbiting it, sneakers, music, gaming, fashion, we made DEW the force connecting it all.

This wasn’t about showing up during tip-off.
It was about owning everything before and after it.

By tapping into the energy of the next generation and the creators shaping the game beyond the court, we turned a sponsorship into something immersive, always-on, and impossible to ignore.

Because the game isn’t just played.
It’s lived.

And we came to charge every part of it.