Lebron James has enlisted top rapper Drake and Pitbull for a $10 million marketing campaign for his new product launch “Sheets”
The NBA baller teamed with Top Brand Executives Warren Struhl, Jesse Itzler and Maverick Carter to create a holding company named PureBrands, which will launch the energy strips product.
“Taking a Sheet is part of my pre-game and halftime ritual,” said co-founder LeBron James. “I’ve tried tons of other products in the past and none compare. Sheets are a smart and convenient way to get energy.”
Lebron said Sheets are dissolvable, paper-thin strips that are placed on the tongue and dissolved and digested, delivering hours of energy. The Sheets don’t melt, have no calories, no carbohydrates, no sugar and require no water.
“I’m excited that Sheets has cracked the code on energy delivery,” added CEO Warren Struhl. “Our athlete and celebrity partners have played a key role in the innovation process and worked collaboratively with our world-class scientists to make the best possible energy product on the market. We’re thrilled to launch Sheets today and look forward to working with the team to develop future products using our proprietary Sheets technology.”
Cuban-American rapper Pitbull and his team have entered into a new partnership with Sheets to spearhead the entire launch of the brand to the Hispanic market.
“I approached the Sheets team after using the product and becoming a believer,” said Pitbull. “Like any product I get involved with my main goal is always to empower the Latin community. The guys at Sheets handed me and my crew the keys to make sure it’s done the right way.”
Sheets is slated to launch June 2011.