When Lebron James ended his 18-year partnership with Coca-Cola to sign a deal with PepsiCo, it was unclear how the company would utilize the star’s likeness. Now consumers have an idea of what is to come after Fabiola Torres, chief marketing officer for PepsiCo, unveiled a new line of energy drinks to CNBC on Wednesday.
The new drinks will launch under the Mountain Dew brand as Mtn Dew Rise Energy. Coming in six different fruity flavors, the 16-ounce cans will carry about as much caffeine as two cups of coffee. The beverage will include vitamins A and C, a health-conscious decision by Pepsi that may help set them apart from rival energy drinks.
Torres confirmed to CNBC that Lebron James will serve as the face of the product. While the Lakers star will be the new drink’s most prominent spokesperson, Torres says other influencers are set to come on board.
Mtn Dew Rise Energy will be the first brand Lebron promotes under his new PepsiCo deal. The four-time NBA MVP is expected to work with other brands under Pepsi’s ownership in the near future.