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Mountain Dew's action sports timeline

Mountain Dew's action sports timeline

By Tripp Mickle, Staff Writer

Published

1993
“Do The Dew” TV campaign features action sports.
Sponsors Burton’s U.S. Open of Snowboarding.

1995
Becomes the first sponsor of the X Games.

1996
Tara Hamilton
Photo by: Dom Cooley / Shazamm / ESPN Images

Sponsors its first athlete, wakeboarder Tara Hamilton.

1997
Becomes the first sponsor of the Winter X Games.

1998
Sponsors the Vans Triple Crown Series.

1999
Becomes the first sponsor of the Gravity Games.
Expands its athlete roster to include a full team of action sports pros.

2002
Creates the amateur Free Flow Tour series.

2004
Signs Paul Rodriguez and Shaun White to athlete roster.

2005

Co-creates the Dew Tour.
“First Descent” (produced by Mountain Dew) is released.

2006
Mountain Dew-sponsored snowboarders Shaun White and Hannah Teter win Olympic gold medals in Turin, Italy.

2007
Creates Am-Force, an amateur skate team handpicked by Paul Rodriguez.

2008
Winter Dew Tour begins.

2010
Renews with Alli for the Dew Tour.

2011
Green Label Art: Shop Series skate shop program launches.

Partners with Burton on Green Mountain Project collaboration using recycled bottles to make snowboard apparel, outerwear and accessories.

2012
Renews relationship with Alli and announces a new Dew Tour format.
National TV campaign, “This is How We Dew,” features Paul Rodriguez, Theotis Beasley and Danny Davis, along with Lil Wayne, Dale Earnhardt Jr. and Mac Miller.

Source: Mountain Dew

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