Mountain Dew Gets in on the Action

The Joester Loria Group is expanding Mountain Dew’s reach into the action sports arena with a deal for branded sporting goods and accessories.

The drink brand, which also sponsors the snow, skate and water sports sports event Dew Tour, has teamed with JNJ International for a line of skateboards, snowboards, mountain boards, scooters, skates, boogie boards, skim boards and protective gear featuring Mountain Dew’s graphics and bold design.

Mountain Dew sporting goods will roll out across sporting good specialty stores, mid-tier and mass accounts with a confirmed launch this spring at Kmart and Toys ‘R’ Us for scooters and skateboards and the holiday season at select Walmart stores.