Official Press Release
“King James” gives loyal fans the royal treatment with launch of
POWERade Athletic Club Exclusive LeBron James comics, mini-movies,
custom gear and once-in-a-lifetime experiences headline Web-based
loyalty club at www.us.powerade.com
LeBron James’ recent on-the-court performance may make him seem like a
superhero, but he’s taking his exploits to the next level away from the
game – trading his sneakers for super powers to star as “King James” in
a fresh series of animated adventures created by POWERade and DC Comics.
The “King James” storyline progresses in the form of online comics and
mini-movies – many featuring authentic voiceovers by LeBron – with
original artwork from the world-famous art team at DC Comics to create a
dramatic, serialized tale.
“I’ve always been a big fan of cartoons and comics, so seeing the ‘King
James’ character battling fictional foes in an animated series is very
cool,” said LeBron James. “After reviewing the artwork and recording
the voiceovers, it was awesome to see the story come to life.”
The entire series of “King James” comics – including issues one and two
of the new “23” story – can be viewed online at www.us.powerade.com. In
addition, exclusive “King James” mini-movies are available as premium
content to members of the newly launched POWERade Athletic Club,
featuring extra chapters that take place between scenes of the comic.
POWERade and DC Comics first created LeBron’s superhero persona in 2004
with a print edition of the KING JAMES comic book, which drew an
overwhelmingly positive response from fans.
LeBron’s point-scoring prowess jumps off the basketball court and lands
online with the debut of the Web-based POWERade Athletic Club at
www.us.powerade.com. LeBron serves as the centerpiece for the unique
loyalty program – inviting fans to join the club, collect codes from
specially marked POWERade products and customize their membership
rewards by redeeming POWERade Athletic Club points for a variety of
premium prizes, including exclusive “King James” entertainment content,
custom gear, autographed collectibles, video games and much more.
The perks of the POWERade Athletic Club have the sports fan and gamer in
* “Meet the King” Promotion – The POWERade “Meet the King” Sweepstakes
will reward one grand-prize winner with a once-in-a-lifetime trip to New
York City to meet LeBron and tour DC Comics – home to the World’s
Greatest Super Heroes(tm). Club members can register online through
June 30. In addition, at least 23 instant-win prizes will be awarded
every day through June 30, including “King James” autographed basketball
jerseys, original “King James” comic artwork from DC Comics, basketball
hoops, athletic gear, comic books and more.
* Redeemable Rewards: Through December 2006, members can redeem
POWERade Athletic Club points they’ve accrued to earn cool gear and
experiences in a number of categories, such as:
* “King James” – Original “King James” comic artwork from DC Comics,
life-size “King James” standees, mini-movie posters, collectors-edition
bound comics, etc.
* Sports Collectibles – Authentic game jerseys autographed by NBA
stars, signed Tony Stewart life-size standees, replica McDonald’s
All-American jerseys, posters signed by NHRA drivers, etc.
* Gaming – Tony Hawk American Wasteland(tm) and NHRA Championship Drag
Racing(tm) console games
* Athletic Gear – Salomon® snowboards, skis, wearables and backpacks,
adidas® basketballs, soccer balls, sunglasses, athletic gear, training
* National Hot Rod Association (NHRA) – Exclusive podcasts and race tickets
* Digital Downloads – Mobliss® ringtones and wallpapers
* Games – “Freestyle Free Throw,” a flash-animated online game, allows
players to pile up scores by shooting free throws as “King James” amid a
variety of flying objects that can block their shots. The goal is to
accumulate 23 points in 45 seconds to move on to the next level, with
each round becoming more challenging than the last.
Consumers age 13 and older can join the POWERade Athletic Club with just
a few clicks and the selection of a unique username and password.
Scoring redeemable club points is easy – caps of specially marked 20 oz.
bottles of POWERade and POWERade OPTION and 16 oz. bottles of ADVANCE by
POWERade carry a code, which can be credited to a club account by
entering the code directly on the Web site or sending a text message to
“PWRAD” (79723). For as few as five caps, consumers can log on to the
site to claim a prize of their choice.
“The world of sports is changing around us – consumers participate in a
variety of sports in a variety of ways, all driven by their passion for
the game. This insight fueled our decision to build the POWERade
Athletic Club – a unique loyalty program that defies convention,” said
Racquel Mason, director of marketing for sports and energy drinks,
Coca-Cola North America. “We’ve assembled a diverse set of consumer
rewards that will appeal to any sports enthusiast – from autographed
collectibles and custom gear to event tickets and exclusive
entertainment content starring LeBron James.”
LeBron James notches yet another first as the POWERade Athletic Club
marks the first time that an athlete’s likeness has appeared on bottles
of the top-selling POWERade flavors in the U.S. – Mountain Blast, Fruit
Punch, Orange, Lemon Lime and Grape. Additional marketing support will
include in-store point-of-sale, print and digital advertising, and event
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