Mountain Dew and the NBA wanted to send the world of basketball into another atmosphere, igniting the lifestyle of the sport in ways no other partnership has before. From tapping into the teams and players pushing the game itself to creating and curating culture around everything from shoes and fashion to video games and music, this was the beginning of a new era—one that’s more immersive, exciting, and energized than any to precede it. We set out to expand the reach of the league, and all it stands for to more people, more places, and more cultural territories; we gave everyone a reason to stay connected to every facet of the NBA from the minute they wake up to the minute they fall asleep. The unmistakable power of Dew turned hoops upside down. It’s time to charge the game.