DC Announces Exclusive LeBron James Comic for Launch of Powerade Flava23
DC Comics has announced the creation of a special LeBron
James comic book that will be used by Powerade to promote the launch of its
all-new Powerade Flava23, which was created by the NBA player and is the
first sports drink designed by a superstar athlete.
To commemorate the launch of Powerade Flava23, Powerade commissioned DC to create a story about James and his super-hero-caliber basketball skills. The comic, entitled King James, will be available free with the purchase of three 32-ounce bottles of Powerade at participating retail locations while supplies last. James fans can also receive a copy via mail by sending three labels from 32-ounce Powerade bottles to the address shown on said labels. Additional redemption details are available at www.powerade.com.
In King James, LeBron must call on his considerable skills and determination as he competes in an underground tournament controlled by a mysterious organization. James confronts and defeats a series of colorful court challengers in exotic locales on his way to being crowned the King of Basketball.
"I've always enjoyed reading comics, so helping to create a comic of my own is really cool," said James. "I mean ripped muscles, impossible moves, scoring at will, and beating the 'bad guys' -- who wouldn't want to be a heroic basketball player in a comic book?"
King James was written by Gary Phillips, penciled by Damion Scott, and inked by Sandra Hope. To add to the excitement of the King James comic launch, 10 different cover designs were created by some of the industry's best artists, including Damion Scott, James Jean, UDON Studios, John VanFleet, Jock, and Ariel Olivetti. The covers will be available as follows:
• Four covers available only by mail-in redemption.
• Four covers available only at Kroger Stores.
• One cover available only at military commissaries.
• One general market cover available at retail and via mail-in redemption.
"DC assembled a talented team of comic book veterans and rising stars to create a universe of new villains, competitors, and, of course, a new hero named King James that will appeal to athletes, sports fans, and super-hero fans," said DC Vice President, Advertising & Custom Publishing David McKillips. "With 10 different covers and three million copies in print, the King James project is the largest sports-related custom comic book DC Comics has ever created."
James was involved in every aspect of the creation of Powerade Flava23, from choosing its "sourberry" flavor profile, selecting Flava23's signature burgundy color, and developing the new flavor's unique packaging graphics, which feature a stylized comic version of James soaring through the air. Powerade Flava23 will be available in the brand's proprietary 32-ounce bottles at retail locations throughout the United States.
"This project was especially interesting to me, because I'm the first athlete ever to create a unique flavor, color, and packaging for a sports drink," said James. "Powerade gave me the chance to put my spin on things, and I love the way it turned out. I think all my fans will enjoy it, too."
"The Powerade brand has always been on the cutting edge of sports drink innovation, so collaborating on a new Powerade with LeBron James is a natural step for us," said Coca-Cola North America Retail Division President & Chief Marketing Officer Javier Benito. "Because LeBron was integrally involved in the development of Powerade Flava23, it truly reflects his personality -- bold, cutting edge, and unique."
To commemorate the launch of Powerade Flava23, Powerade commissioned DC to create a story about James and his super-hero-caliber basketball skills. The comic, entitled King James, will be available free with the purchase of three 32-ounce bottles of Powerade at participating retail locations while supplies last. James fans can also receive a copy via mail by sending three labels from 32-ounce Powerade bottles to the address shown on said labels. Additional redemption details are available at www.powerade.com.
In King James, LeBron must call on his considerable skills and determination as he competes in an underground tournament controlled by a mysterious organization. James confronts and defeats a series of colorful court challengers in exotic locales on his way to being crowned the King of Basketball.
"I've always enjoyed reading comics, so helping to create a comic of my own is really cool," said James. "I mean ripped muscles, impossible moves, scoring at will, and beating the 'bad guys' -- who wouldn't want to be a heroic basketball player in a comic book?"
King James was written by Gary Phillips, penciled by Damion Scott, and inked by Sandra Hope. To add to the excitement of the King James comic launch, 10 different cover designs were created by some of the industry's best artists, including Damion Scott, James Jean, UDON Studios, John VanFleet, Jock, and Ariel Olivetti. The covers will be available as follows:
• Four covers available only by mail-in redemption.
• Four covers available only at Kroger Stores.
• One cover available only at military commissaries.
• One general market cover available at retail and via mail-in redemption.
"DC assembled a talented team of comic book veterans and rising stars to create a universe of new villains, competitors, and, of course, a new hero named King James that will appeal to athletes, sports fans, and super-hero fans," said DC Vice President, Advertising & Custom Publishing David McKillips. "With 10 different covers and three million copies in print, the King James project is the largest sports-related custom comic book DC Comics has ever created."
James was involved in every aspect of the creation of Powerade Flava23, from choosing its "sourberry" flavor profile, selecting Flava23's signature burgundy color, and developing the new flavor's unique packaging graphics, which feature a stylized comic version of James soaring through the air. Powerade Flava23 will be available in the brand's proprietary 32-ounce bottles at retail locations throughout the United States.
"This project was especially interesting to me, because I'm the first athlete ever to create a unique flavor, color, and packaging for a sports drink," said James. "Powerade gave me the chance to put my spin on things, and I love the way it turned out. I think all my fans will enjoy it, too."
"The Powerade brand has always been on the cutting edge of sports drink innovation, so collaborating on a new Powerade with LeBron James is a natural step for us," said Coca-Cola North America Retail Division President & Chief Marketing Officer Javier Benito. "Because LeBron was integrally involved in the development of Powerade Flava23, it truly reflects his personality -- bold, cutting edge, and unique."
