For the first time in 52 years, The Land is once more a home of champions, thanks to an amazing comeback by LeBron James and his teammates.
To salute longtime brand ambassador King James, Sprite is inviting basketball fans to “Dap the King.” Inspired by the creative handshakes LeBron shared with his teammates throughout the season, Sprite is helping fans nationwide celebrate the historic win by launching the #DapTheKing social media campaign.
Fans are invited to record videos of themselves performing their own signature handshakes and post on social media using the hashtag #DapTheKing and tagging @Sprite. The brand partnered with viral basketball influencer Brandon "BdotAdot5" Armstrong to produce a digital video that launched last night following the win.
"SPRITE began working with LeBron in 2003 before he played his first professional game," said Stuart Kronauge, senior vice president, brand marketing, Coca-Cola North America. "Even as an 18-year-old, we could see how passionate he was about bringing The Land a title. The Coca-Cola Company has been lucky to follow him on this 13-year journey, so it's an absolute joy to support his fans in celebrating the special moment."
In addition to the #DapTheKing social media campaign, Sprite is celebrating The Land’s victory with the release of a limited-edition 16-ounce can. The commemorative can features a bold yellow and green illustration of LeBron and will be available at participating retailers in Ohio starting later this week and while supplies last.