Green Label

Last updated
Green Label
Available inEnglish
Founded2013
Headquarters
United States
URL Green Label


Green Label was an online magazine, a partnership between Mountain Dew and Complex Media producing sponsored content covering action sports, music, art and style. [1] The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. The initiative originated in 2013. [2] It became defunct in 2018.

Contents

Green Label Art

Mountain Dew's Green Label promotion originated in 2007, when a line of limited edition aluminum bottles was put into production, featuring artwork from a range of tattoo artists and other artists. [3] This initial series marked the first use of the term Green Label Art to describe the use of artistic works on Mountain Dew packaging. [4] In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, [5] involving 35 independent skateboard store owners who partnered with local artists to design and submit future can artwork designs. [6] Approximately one million votes were submitted by the conclusion of the contest in October of the same year, with Street Science Skate Shop – a store in Tracy, California  – named the winner of a cash prize. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011. [7]

Green Label Sound

In 2008, a Mountain Dew-sponsored music label was launched under the name Green Label Sound. In December 2010, a Mountain Dew Code Red television advertisement was produced, incorporating the hip-hop artist Jay Electronica performing his song The Announcement. [8] The advertisement concludes with the tagline "Hip Hop is different on the mountain". [9]

The label released its first full-length album release, When Fish Ride Bicycles by the hip hop group The Cool Kids, on June 12, 2011.

Dew Tour/Green Label experience

2007 Dew Tour BMX in Salt Lake City, Utah Salt Lake City Dew Tour BMX Start Ramp.jpg
2007 Dew Tour BMX in Salt Lake City, Utah

Sponsorship of action sports athletes has been a part of Mountain Dew marketing since the late 1990s, with present sponsorship including Eli Reed (skateboarder), Paul Rodriguez (skateboarder), and Danny Davis (snowboarder). [10] Mountain Dew also sponsors its own namesake festival, "The Dew Tour", which is an action sports tour made up of events held in five U.S. cities over several months. [11] The first Dew Tour was held in the summer of 2005 with events in skateboarding, BMX and Freestyle Motocross. In 2008 it expanded to add a "Winter Dew Tour", comprising snowboarding and snow skiing competitions. It is "the most watched and attended action sports event in the world," according to Transworld Snowboarding magazine. [12] [13] In coordination with its Dew Tour sponsorship, a sponsored television show entitled Mountain Dew's Green Label Experience premiered on Fuel TV in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour. [14]

Green Label Gaming

Under the term Green Label Gaming – coined in 2007 – Mountain Dew broadened its sponsorship of independent video game designers and players. The brand is often the subject of media attention[ citation needed ] for its popularity among video game enthusiasts, as several flavors of Mountain Dew have been produced in partnership with video games. In December 2008, Mountain Dew produced a 30-minute television special which documented independent gamers in Japan and the U.S., which aired on the Spike TV network. [15] In 2009, Mountain Dew sponsored two prominent gaming events: the Independent Games Festival and the Game Developers Conference. [16] [17] [18] Green Label Gaming went under controversy over a sponsored Game Jam-themed reality show by Matti Leshem.

Related Research Articles

<span class="mw-page-title-main">Snowboarding</span> Snow sport involving a single board

Snowboarding is a recreational and competitive activity that involves descending a snow-covered surface while standing on a snowboard that is almost always attached to a rider's feet. It features in the Winter Olympic Games and Winter Paralympic Games.

<span class="mw-page-title-main">Mountain Dew</span> Carbonated soft drink brand

Mountain Dew, stylized as Mtn Dew in some locations, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.

<span class="mw-page-title-main">Mike Vallely</span> American skateboarder and singer

Mike Vallely, also known as Mike V, is an American professional skateboarder and musician. Since November 2013, he has been the lead vocalist of hardcore punk band Black Flag. Vallely is the second-longest-serving member of the band, although he has not appeared on any albums.

<span class="mw-page-title-main">Shaun White</span> American snowboarder and skateboarder (born 1986)

Shaun Roger White is an American former professional snowboarder and skateboarder. He is a five-time Olympian and a three-time Olympic gold medalist in half-pipe snowboarding. He holds the world record for the most X Games gold medals and most Olympic gold medals by a snowboarder. He has also won 10 ESPY Awards throughout his career in various categories.

<span class="mw-page-title-main">Monster Energy</span> Energy drink

Monster Energy is an energy drink that was created by Hansen Natural Company in April 2002. As of March 2019, Monster Energy had a 35% share of the energy drink market, the second highest share after Red Bull.

<span class="mw-page-title-main">Volcom</span> Lifestyle brand

Volcom is a lifestyle brand that designs, markets, and distributes boardsports-oriented products. Volcom is headquartered in Costa Mesa, California, U.S. The brand is known for its trademark stone logo, its slogan True to This, and the Let the Kids Ride Free campaign. Todd Hymel is the CEO of Volcom.

<span class="mw-page-title-main">Burton Snowboards</span> American manufacturing company

Burton Snowboards is a privately-owned snowboard manufacturing company that was founded by Jake Burton Carpenter in 1977. The company specializes in products aimed at snowboarders, such as snowboards, bindings, boots, outerwear, and accessories. The company, whose flagship store is in Burlington, Vermont, was privately owned by Jake Burton Carpenter, until his death in 2019, and by his wife, Donna Carpenter, who has been active in the business since 1983.

<span class="mw-page-title-main">Paul Rodriguez (skateboarder)</span> Mexican-American skateboarder

Paul Martin Rodriguez Jr., also known by his nickname P-Rod, is an American professional street skateboarder, actor, rapper, and recording artist. Rodriguez has won a total of eight medals at the X Games, four of them gold, with the most recent first-place victory occurring in Los Angeles, California in July 2012.

<span class="mw-page-title-main">Bucky Lasek</span> American skateboarder and rally cross driver

Charles Michael "Bucky" Lasek is an American professional skateboarder and rallycross driver.

<span class="mw-page-title-main">Mountain Dew Amp</span> Energy drink brand

Mountain Dew Amp is an energy drink brand produced by PepsiCo. At the time of its introduction in 2001, Amp Energy was initially distributed under the Mountain Dew soft drink brand. Beginning in 2009, it was produced and labeled under its own stand-alone trademark name, but in 2018, reverted to using Mountain Dew branding. The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States, Canada, the United Kingdom and Lebanon. As of 2009, Amp Energy was the number four energy drink brand in the U.S. in terms of overall retail sales.

<span class="mw-page-title-main">Nyjah Huston</span> American skateboarder

Nyjah Imani Huston is an American professional skateboarder. With numerous sponsorships and competition prize winnings, Huston is one of the highest paid skateboarders in the world.Huston won gold medals at the SLS Super Crown World Championship in 2014, 2017 to 2019, and has won 12 gold medals at the X Games since 2011.

Stevie Williams is a professional skateboarder who was included in the twenty-seventh position of the "30 Most Influential Skaters of All Time" list that was compiled by Transworld Skateboarding in late 2011.

<span class="mw-page-title-main">Nemo Design</span>

Nemo Design is a brand design agency and creative workshop based in Portland, Oregon, in the United States. The company was established by Jeff Bartel, a snowboarding photographer Trevor Graves, and by Chris Hotz in 1999. It offers a variety of services, specializing in active lifestyle and culture brands.

Sean Malto is an American professional skateboarder.

<span class="mw-page-title-main">4mm Games</span>

4mm Games was a New York-based video game development company founded in 2008 by two founders of Rockstar Games, Jamie King and Gary Foreman along with former Image Metrics exec Nicholas Perrett, and Def Jam Enterprises, Warner Music Group and NBC executive Paul Coyne. 4mm was founded with the intent of bringing the experience of Constantly Connected Gaming to the next generation of gamers. OBE and former NCSoft CEO Geoff Heath was a member of the advisory board and offers strategic input.

<span class="mw-page-title-main">Greg Lutzka</span> American skateboarder

Greg Lutzka is a "goofy-footed" professional skateboarder

Anthony Joseph Shetler is a professional skateboarder who, as of July 2019, is pro for World Industries and is the owner of All I Need Skateboards.

Michael Capaldi, popularly known as Mike Mo Capaldi, is a professional regular-footed skateboarder who gained popularity following his video part in Forecast, a video produced by professional skateboarder Paul Rodriguez.

<span class="mw-page-title-main">Corey Smith (artist)</span>

Corey Smith is a contemporary American painter, sculptor, photographer, professional snowboarder, and snowboard designer. Smith was the art director at COMUNE, curator and founder of their Drop City artist collective, and a contributing artist for CAPiTA Snowboards. In addition, Smith founded the snowboard company Spring Break Snowboards.

The Dew Tour is an extreme sports circuit organized by the Adventure Sports Group, a subsidiary of American Media, LLC.

References

  1. ↑ "Green Label | About Us". Complex Media, Inc. Retrieved 27 April 2013.
  2. ↑ Elliott, Stuart (25 April 2013). "Mountain Dew to Introduce a Sponsored Web Site". New York Times. Retrieved 25 April 2013.
  3. ↑ Miller, Yael (3 June 2007). "Green Label Art — Mountain Dew". The Dieline. Retrieved 27 January 2011.
  4. ↑ "Mountain Dew Limited Edition: Green Label Art". Caffeine Informer. 18 May 2007. Retrieved 19 January 2011.[ dead link ]
  5. ↑ Hammecker, Mike (24 June 2010). "Dew Tour: Green Label Shop Series". The Boston Herald. Archived from the original on 21 November 2010. Retrieved 27 January 2011.
  6. ↑ "Green Label Art, Volume 3, Presented by Mountain Dew". DUB Daily. 21 August 2009. Archived from the original on 12 July 2010. Retrieved 27 January 2011.
  7. ↑ "Green Label Art Shop Series Winners". Skateboarder Magazine. 19 October 2010. Archived from the original on 2 February 2013. Retrieved 27 January 2011.
  8. ↑ "Jay Electronica remakes 'The Announcement' for Mountain Dew Code Red". Miss Info. 23 December 2010. Archived from the original on 28 December 2010. Retrieved 27 January 2011.
  9. ↑ Burgess, Omar (23 December 2010). "Jay Electronica Lands Mountain Dew Endorsement". Hip Hop DX. Archived from the original on 26 January 2011. Retrieved 27 January 2011.
  10. ↑ "Fuel TV and Mountain Dew Announce 'Mountain Dew's Green Label Experience' TV Show". Malakye News. 16 June 2010. Archived from the original on 14 July 2011. Retrieved 23 January 2011.
  11. ↑ "Tour Info, Dew Tour 2010". Alli Sports. 2010. Archived from the original on 14 January 2011. Retrieved 24 January 2011.
  12. ↑ "Winter Dew Tour Athletes For 2010-2011 Season". Transworld Snowboarding. 28 October 2010. Retrieved 24 January 2011.
  13. ↑ Donaldson, Amy (22 September 2010). "Dew Tour review: Utah has emerged as a pretty great place for action sports". Deseret News. Salt Lake City. Retrieved 24 January 2011.
  14. ↑ "World Television Premiere of "Mountain Dew's Green Label Experience: Las Vegas" on FUEL TV". Archived from the original on 23 January 2015. Retrieved 23 January 2015.
  15. ↑ Hampp, Andrew (11 December 2008). "Mountain Dew Sets Its Sights on Video-Game Market". Advertising Age. Retrieved 26 January 2011.
  16. ↑ "Green Label Gaming Signs Up For IGF". Independent Games Festival. February 2009. Archived from the original on 2 December 2010. Retrieved 26 January 2011.
  17. ↑ "Competition Reminder: Imagine The Games Of 2020". Gamasutra. 4 March 2009. Retrieved 26 January 2011.
  18. ↑ Carless, Simon (27 February 2009). "Green Label Gaming Competition". Indie Games. Archived from the original on 2 March 2009. Retrieved 26 January 2011.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.