Mountain Dew Sporting Goods Launch at Retail

mountain dew sporting goods

On behalf of its client, The Joester Loria Group brokered a licensing deal to extend Mountain Dew into the sporting goods category.

As America’s #1 non-cola soft drink brand, Mountain Dew has dominated the teen and young adult market with its cutting-edge, high-energy and exhilarating attitude.  Embracing the action sports lifestyle through its continued support and sponsorship of events, competitions and athletes, the Dew sporting goods collection is a natural extension of the brand, which gives consumers an opportunity to “Do the DEW.”

Mountain Dew sporting goods from JNJ Sports debuted on September 1st at select Walmart and Toys “R” Us stores. The new line includes two long board skus and one scooter with a suggested retail price of $38.

Sporting goods is the latest category in Mountain Dew’s successful multi-category licensing program.

Licensing Success Story: Mountain Dew

mountain dew

License! Global recently shared an in-depth look at the successful licensing program The Joester Loria Group has cultivated for the Mountain Dew brand.

The overview highlights Mountain Dew’s sports sponsorships and musical connections which help define the brand and its licensing extensions. Social media and engaging digital content are also driving forces for the Mountain Dew brand.

A main focus for the Mountain Dew brand is the “Green Label Exclusives” licensing program, which brings artists and athletes together with brands and designers to create one-of-a-kind and limited edition capsule collections of lifestyle products inspired by the Dew brand DNA. Since the GLX program resonates with a younger consumer, the program is promoted through behind-the-scenes video content that tells a story and can be easily shared across social media channels.

The GLX collections are very successful and frequently sell out quickly. Recent success stories include: HEX and Dew-sponsored skater Theotis Beasley; Diamond Supply Co. and hip-hop artist Mac Miller and skateboarder Boo Johnson and SUPRA among others.

Additionally, the GLX program has some exciting developments for the remainder of 2014. Highlights include the launch of e-commerce on later this year, a new partnership with ICNY and Mike Cherman and a sporting goods licensing deal with JNJ International.

Check out the full story from License! Global.


The Joester Loria Group Secures Next Mountain Dew Collaboration

GLX Mountain Dew Brand Collaboration

On behalf of their client, Mountain Dew, The Joester Loria Group has brokered another collaboration for Dew’s Green Label Exclusives (GLX) program.

Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand.  Each collaboration is supported with video content that helps tell the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together.

For the latest collaboration, GLX and New York based brand ICNY have partnered with Starter Black Label to create an NYC-inspired capsule collection. Utilizing Starter Black Label snapback hats, tees and hooded fleece as the canvas for this project – the GLX/ICNY collaboration highlights the new New York athlete – one whose stadium is the streets of the city and competition comes from within.

The hat, tee and hoodie graphic utilize ICNY’s unique 3M printing process combining embroidery, platisol printing with 3M embellishment. The design is inspired by ICNY owner and designer Mike Cherman’s daily races through the streets of NYC. The streets listed on the back of the tee and sweatshirt are all found on his route from his Brooklyn studio to the NYC office of ICNY.

“I’m constantly racing with myself up bridges, down avenues and through intersections – pushing myself, my designs and my brand to be the best it can be. This GLX collection is a reflection of that,” said Cherman.

The GLX x ICNY x Starter Black Label Collection is a limited release and only available at the following retail locations nationwide: and flagship stores, Revive in Michigan, Sole Fly in Miami, Compound Gallery in Portland, and Alumni in Brooklyn.

Previous GLX collaborations partnered Mountain Dew with music artist Mac Miller and Diamond Supply Company; pro skateboarder Keelan Dadd and Dirty Ghetto Kids; pro skateboarder Boo Johnson and Supra; and pro skateboarder Theotis Beasley and HEX.

Mountain Dew’s Green Label Exclusives at SXSW

Earlier this month, thousands of people attended South by Southwest in Austin, Texas to learn about the latest developments in the interactive, film and music industries. The Joester Loria Group’s client, Mountain Dew, got in on the action by hosting a party to celebrate its Green Label program.  The event was held at the COMPLEX Complex with Been Trill, Missile Command, SNDCLSH, Vic Mensa, Los Rakas & Anamanaguchi. Art exhibits throughout the Green Label House featured work from local Austin artists.

The Joester Loria Group brokered a new brand partnership for the Green Label Exclusives program, which was on display at the party and around the streets of Austin. GLX collaborated with Starter Black Label and Ice Cold NY to create a limited edition item for this year’s SXSW Green Label Showcase.  Customizing Starter’s iconic snapback with ICNY’s unique 3M reflective application, this hat will not be missed.  The limited run of fifty hats are not available for purchase and could only be seen at the Green Label House and around the streets of Austin.  Designed by ICNY founder Mike Cherman, the hat incorporates the abbreviated logos ‘ATX’ & ‘GLX’  into a lone star graphic.  Roman numerals on the green underbrim reference the 26th anniversary of the festival.  The 3M embellishments produce a strobe light effect at night giving this piece the ICNY signature look.

The GLX Reflective Hat is the first in a larger collection to come from the GLX, Starter Black Label and ICNY collaboration.  Be on the lookout for a full capsule of apparel and accessories dropping late Spring 2014.

Another highlight of the event was a special announcement made by legendary filmmaker Robert Rodriguez launching the Green Label Studios Open Call program. The program will award one lucky talented individual the chance to create content for Green Label Studios. All video entries will be judged by Green Label’s editorial team, with 10 lucky finalists each receiving a $10,000 production grant to create a special piece of content for DEW. Finalists will then present their work to a Green Label Studios panel at an exclusive DEW event this summer in New York City. The winning filmmaker will then receive the grand prize of a $250,000 production grant to create content for and the chance to be mentored by Robert Rodriguez and Orci.

After the announcement, the party continued with live performances from Anamanguchi, Los Rakas, Vic Mensa, SZA, Pyrez Vision of Been Trill, MSSL CMMND, SNDCLSH, and appearances by the Mountain Dew Skate Team, Victor Cruz, Talib Kweli, Steve Berra and more.

Mountain Dew’s Latest Brand Partnership

The Joester Loria Group client Mountain Dew has collaborated with professional skateboarder Theotis Beasley and HEX on a new backpack and iPhone case as part of its Green Label Exclusives program. These exciting new products are currently available at as well as other specialty retailers. To create excitement for the collaboration, CCS is hosting a giveaway of the backpack and iPhone case on their blog. To enter the giveaway, consumers need to follow Hex and Theotis Beasley on Instagram and post an image with the hashtag #greenlabelHEX.

To further promote this new partnership, the line was featured in CCS’s latest catalog.

Additionally, CCS and Theotis Beasley partnered on a fun video to promote the collection, in which he demonstrates the various things that can fit into the backpack.

Theotis Beasley and HEX are just the latest partners in Mountain Dew’s Green Label Exclusives program. This series of brand partnerships enlists athletes and influencers to create a variety of limited edition lifestyle products inspired by the Mountain Dew brand.

Mountain Dew’s New Licensing Partner

In partnership with The Joester Loria Group, Mountain Dew is growing their lifestyle licensing program to include sporting gear and accessories.  A leader in the action sports industry and title sponsor of the competition series Dew Tour, Mountain Dew’s entry into snow, skate and water sports extends Mountain Dew’s leadership in promoting action sports and partnering with leading athletes.

JNJ International, Inc. was tapped to develop a Mountain Dew program consisting of skateboards, snowboards, mountain boards, scooters, skates, boogie boards, skim boards and protective gear ranging in price from $9.99 to $59.99.

This new licensing category will provide Dew loyalists with unique and exciting products featuring iconic Dew graphics with a bold design.  The collections will use quality materials and offer a wide range of product to fit the needs of beginner level and advanced athletes alike.

The new Mountain Dew scooters and skateboards will launch spring 2014 at Kmart and Toys “R” US and at select Walmart doors for the holiday season.  The program is slated to roll out across additional retail channels including sporting good specialty stores, mid-tier and additional mass accounts.

Pepsi & Mountain Dew Licensing Programs Add New Housewares

The Joester Loria Group is working with its client to grow the Pepsi and Mountain Dew brand licensing programs with new tabletop, entertaining and home décor partners.  Both beverages are always a key element to entertaining and these new housewares and home décor items will give extra pop to any home.

Pepsi is essential to entertaining and Permasteel’s line of coolers will further extend the life of the party by offering consumers a chic way to cool and store their beverages.  The line consists of high quality indoor/outdoor coolers, sleek silhouettes and graphics that tap into Pepsi’s most iconic logos and imagery. Pepsi coolers will hit stores Spring 2014, retailing for $99 to $249. joins the Pepsi program for print-on-demand art and photographic prints, posters, canvas and wall decor.  Utilizing Pepsi’s 110+ years graphic archive, will house iconic artwork and advertisements for their print-on-demand capabilities. This exciting partnership allows Pepsi consumers to truly connect with the brand, picking favorite pieces to incorporate into their homes.

A leader in glassware and kitchen accessories, iCup joins the PepsiCo portfolio with a line consisting of everyday glasses, pitchers, canisters and trays along with a set of acrylic and melamine products set to follow market trends. The Pepsi collection will take inspiration from the brand’s youthful pop image and its 100+ years of logos and graphics to design both modern and retro houseware items.

In contrast, the Mountain Dew collections will reflect an edgy and high energy spirit with innovative design as well as call upon Dew’s playful hillbilly heritage with mason jars and other novelty items.

Both assortments will launch in the Spring of 2014, with broad retail reach, targeting channels from mass up to specialty.

To further Mountain Dew’s home décor,  Advanced Graphics joins the program for a line of cardboard stand-up wall decals. The unique items will be found at specialty stores and across major e-commerce platforms such as starting February 2014.

As the official North American licensing agent for PepsiCo, The Joester Loria Group is excited to welcome these new partners to the brand’s licensing portfolio.

Mountain Dew’s Green Label Exclusives program expands With “GLX x Theotis Beasley x HEX Collection”

The Joester Loria Group has brokered a new licensing deal on behalf of our client, Mountain Dew, with HEX as the next partner in the Green Label Exclusives program.

The latest Green Label Exclusives collaboration brings together professional skateboarder Theotis Beasley and accessories brand HEX  to create a signature two-piece capsule. The new Theotis x  HEX Backpack and Focus Case for iPhone 5/5S seamlessly blend the worlds of fashion, technology and skateboarding in a refreshing, design-driven way that allows for sleek style and maximum protection of digital devices.

“We have great admiration for the arts, action sports, athletes themselves and everything else currently intermingled within today’s modern mix of street culture,” said Carl Steindler, marketing manager, HEX. “That is precisely why when given the opportunity by Mountain Dew to partner with Green Label Exclusives and one of their top athletes, Theotis Beasley, we jumped at the chance. Not only is a Theotis a friend, but, we also truly respect Green Label and what the Dew brand is doing as a whole right now in support of core sports and the urban lifestyle so it was great to be able to work together.”

“Everybody needs a backpack. No matter what, when you travel, you need something that fits the essentials like your keys and all that, but also something that keeps safe that more precious cargo like your laptop and iPad,” stated professional skateboarder Theotis Beasley. “That’s why I’m so stoked on my backpack and iPhone case with HEX and Green Label Exclusives, because not only does it fit all of my essentials and then some, but the black waxed canvas and green pop give it that fresh look!”

The GLX x Theotis x HEX Backpack and Focus Case for iPhone 5/5S launched on December 20th with prices ranging from $44.95-89.95 on and as well in store at Pac Sun and other select retailers nationwide.

All Eyes on Mountain Dew’s “Living Portrait” Spots

The Joester Loria Group can’t get enough of our client Mountain Dew’s new “Living Portraits” series.  Created by BBDO and Psyop, the 30-second “Living Portrait” videos feature DEW family all-stars including race car driver Dale Earnhardt Jr., pro snowboarder Danny Davis and pro skateboarder Paul Rodriguez. The videos are fun and bold and utilize symbolism to capture the essence of each person.  In each spot, the endorsers are seated on stylized thrones and the viewer sees the shot slowly pulling back to reveal incredible details.

Mountain Dew’s “Living Portraits” series is being called one of the most innovative short-form campaigns of this year.  Elements within the videos move at different speeds alongside 3D and 2D animation  and live action.  Fans are encouraged to visit Mountain Dew’s official website to decode the imagery in each living portrait.

In licensing, it is always important for a brand to connect with their consumers and this is another example of how Mountain Dew has been so successful in doing just that.

AdWeek covered this captivating series and included links to the spots.  Learn more about the behind the scenes process on Mountain Dew’s YouTube channel.

Mountain Dew’s Green Label Exclusives Program Expands Through Apparel Collaboration

The Joester Loria Group has brokered a new licensing deal on behalf of our client, Mountain Dew, with Atiba Jefferson as the next partner in its Green Label Exclusives (GLX) program. Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand.

In the latest collection, Mountain Dew taps photographer Atiba Jefferson to showcase his unique style in the latest apparel collaboration for their Green Label Exclusives program.  The Los Angeles-inspired collection features select photos by Atiba that capture his LA based lifestyle from behind the lens.  The collection of photo tees highlights Atiba’s favorite works featuring Downtown LA, the Valley, Echo Park and more.  Through this collaboration GLX offers an exclusive perspective on Atiba’s LA world and his favorite skate spots to shoot P-Rod and other pro athletes.

The limited edition collection of licensed tees and tanks featuring Atiba’s images are made in the USA.  They will be available beginning August 2nd at, where only 100 units of each shirt will be available.   In stores, the apparel collection will be available for purchase at Primitive and Supreme’s LA flagships and select skate shops nationwide.

HVW8 Art + Design Gallery in LA hosted the Atiba Jefferson for Green Label Exclusives LA Capsule Collection release party on July 25th.  Prints of the photos featured in the Atiba Jefferson for GLX collection were on display along with additional photos from Atiba including shots of Mountain Dew pro-skater Paul Rodriguez and other top LA based athletes, artists and city sights.

The Joester Loria Group is the exclusive licensing agency for Pepsi Brands in North America. We manage the Green Label Exclusives program on behalf of our client Mountain Dew. Previous collaborations include product releases with Diamond Supply Co., Supra, and DGK.

Read more about the Mountain Dew Green Label Exclusives collaboration with Atiba Jefferson here: