Mountain Dew is at it again with another exciting lifestyle brand extension brokered by The Joester Loria Group. Mountain Dew's collaboration with Matix, a brand rooted in California, skateboarding and surfing, debuted at the Long Beach leg of the Dew Tour earlier this month.
The Mtn Dew x Matix collection includes tees, hoodies, hats, jackets, flannels and more. Matix provides clean, classic and modern clothing that tells a creative, co-branded story through a vintage-inspired capsule collection. Select items from the collection were available for sale at the Dew Tour and will have a broader launch at retail in the fall and winter. Showcasing the Matix x Dew collection in Long Beach during the highly-anticipated Dew Tour skateboarding competition highlights the story of how these brands truly resonate with the skate community.
Additionally, Mountain Dew hosted multiple meet-and-greet signings with members of their professional skate team such as Theotis Beasley, Reemo Pearson, Nick Tucker, and Sean Malto. Other activations at the weekend-long celebration of skating included a sculpture garden / skate park that was open to the public and two free outdoor concerts.
As the brand licensing agency for Mountain Dew, The Joester Loria Group regularly expands the brand through lifestyle collaborations with partners like VFILES, Mighty Healthy and FILA.