Russell Westbrook has never been a man who wants to do what people tell him to do. He’s out here being himself. Throughout his career Russ has dressed how he’s wanted to, played a unique and physical brand of basketball and due to this, he has become one of the most entertaining and polarizing players in the NBA.
Mountain Dew have capitalized on this in their new commercial entitled Don’t Do They where Russ encourages people to push boundaries and encourages people to “do you”.
The launch of the Don’t Do They campaign coincides with DEW’s massive All-Star Weekend plans including the Dew NBA3x All-Star Game and the launch of Courtside HQ.
Here’s some more information via Mountain Dew’s press release:
Russell Westbrook Ignites Rallying Cry: “Don’t Do ‘They’ – Do You”
New creative featuring DEW partner and NBA All-Star Russell Westbrook will premiere on broadcast during Dew NBA 3X │ All-Star Edition airing Saturday, Feb. 18 at 6 p.m. ET on TNT. In the spot, Westbrook defies what “They” tell you to do – from sporting his signature “rule-breaking” style to ordering sushi in Oklahoma.
Westbrook is an athlete who constantly challenges the status quo, inspiring individuality. He truly embodies what it means to “Do the DEW” – that’s why he joined the DEW team in 2015 and recently renewed his partnership through the 2018-19 NBA season.
“‘Don’t do they, do you’ are words I’ve been living by for my entire life,” said Westbrook. “Working with Mountain Dew lets me help inspire people to be themselves, focus on what they want to achieve—and say goodbye to the rest.”
DEW Launches The Courtside Project in New Orleans with Courtside HQ
DEW will use NBA All-Star 2017 as its tip-off for The Courtside Project, a series of creative projects by NBA players, cultural creative icons and fans that will celebrate NBA lifestyle throughout the season. Through this boundary-pushing series, DEW aims to get fans closer to hoops culture off the court including everything from style and music to art and tech.
The DEW All-Star fan experience, Courtside HQ, will serve as home base for these unique projects that celebrate hoops lifestyle. For the first project, DEW is teaming up with Don C. – hoops style trendsetter and founder of the luxury sportswear brand JustDon – to announce a Capsule Collection – Don C for DEWxNBA – to be released later this year.
For the second project, hip-hop artist, actor and long-time DEW partner Joey Bada$$ will be on hand to film the music video for the first live performance of his new track “Victory”—a love letter to basketball—which drops Wednesday, Feb. 15. Fans will have a chance to secure their spot for The Victory Party featuring Joey Bada$$ and DJ Irie by visiting www.mountaindew.com/nba/courtsidehq.
Additionally, players from the DEW roster, including 2017 NBA All-Stars Westbrook, Irving, Giannis Antetokounmpo and Isaiah Thomas, will be on-site throughout the weekend where they’ll let loose and give fans a glimpse into their passions off the court.
These appearances and projects will unfold in an undeniably DEW-themed space, mashing together classical architecture with DEW’s signature neon green, and will feature a full photo studio, designed and run by Brooklyn-based creative house, The Madbury Club. The space will serve as a hub for a rotating roster of NBA players, legends, musicians, DJs and NBA trendsetters.
Dew NBA 3X: All-Star Edition Elevates 3×3 Basketball to Elite Level
DEW, Turner Sports and the NBA are teaming up to bring 3×3 basketball to a national stage in the first-ever DewNBA3X │ All-Star Edition, headlined by DEW NBA partners Russell Westbrook and Kyrie Irving who will serve as honorary general managers for their teams. A 30-minute special of the game will air on TNT on Feb. 18 at 6 p.m. ET.