Hundreds of companies have endorsed action sports stars and even more have featured action sports in their advertisements, but few will ever achieve the sort of success that MountainDew has with the Dew Tour.
Pepsi-Cola's MountainDew, another soda pop for teenagers, reaches out to what it calls "Dew Dudes"and "Dew Dudettes" by helping to sponsor ESPN's X Games and such grass-roots events as the Vans Warped Tour, a music festival complete with skate ramps, where teens can strut their stuff.