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.