beverages

Russell Westbrook Gets Custom Designer Suit, Courtesy Of Mtn Dew

Mountain Dew has found a novel way to tie into the latest news about the Oklahoma City Thunder’s Russell Westbrook, who’s been on in its brand representatives team since 2015.

To honor Westbrook’s being named the NBA’s Most Valuable Player — and his having surpassed Oscar Robertson’s triple-double record — Dew commissioned menswear designer Mark McNairy to create a “triple-double breasted suit,” just for Westbrook.

The suit (sketch shown) incorporates elements referencing Westbrook’s philosophy and flashy style off the court, including the camouflage pattern that he (and McNairy) favor.

The motto from his 2017 All-Star Weekend ad for Dew, “Don’t Do They,” is featured on the underside of the jacket collar; the number 42 is on the breast pocket in tribute to his triple-double record; and “:01” appears on the inside breast pocket in tribute to his frequent last-second save shots.

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The physical suit will be finished and presented to Westbrook before the start of the NBA’s 2017/2018 season — and will presumably play some part in the marketing strategy for the season, although the strategy isn’t finalized yet, according to the brand. 

Meanwhile, Dew — whose core target audience is heavily young males — is posting the suit sketches across its social channels. 

Why the suit instead of a video ad or other form of congratulations? “Similar to his previous work with the brand, we wanted to do something that broke with convention and honored [Westbrook’s] unique achievements and individuality,” says a brand spokesperson. 

Dew will also release 12-ounce cans, in six-packs, that commemorate Westbrook’s MVP win. The cans, which will be available for two to four weeks exclusively in 7-Eleven stores in the Oklahoma City market, will be promoted with point-of-sale materials.

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