The first Dew Tour was held in the summer of 2005 with events in skateboarding, BMX and Freestyle Motocross. 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. 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). 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.Ģ007 Dew Tour BMX in Salt Lake City, Utah The advertisement concludes with the tagline "Hip Hop is different on the mountain". In December 2010, a Mountain Dew Code Red television advertisement was produced, incorporating the hip-hop artist Jay Electronica performing his song The Announcement. In 2008, a Mountain Dew-sponsored music label was launched under the name Green Label Sound. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011. 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. In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, involving 35 independent skateboard store owners who partnered with local artists to design and submit future can artwork designs. This initial series marked the first use of the term Green Label Art to describe the use of artistic works on Mountain Dew packaging. 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. The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. Green Label was an online magazine, a partnership between Mountain Dew and Complex Media producing sponsored content covering action sports, music, art and style.
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