Lil Wayne will give back to his hometown, as the New Orleans rapper has teamed up with Mountain Dew as part of a new advertising campaign that will kick things off by building a new skate park.
The skate park is being put together as part of a newly formed partnership between Lil Wayne, Mountain Dew and the Blueprint Group that will be known as DEWeezy.
The DEWeezy advertising campaign will feature advertisements, personal appearances and the building of the skate park.
The campaign is being set up through the Glu Agency, which will be in charge of executing the campaign.
Cortez Bryant, Wayne’s manager and co-CEO of the Blueprint Group gave a statement on the new venture:
“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name. Representatives from the Glu Agency approached us with the idea over a year ago, which was surprising to us because corporate America is often very conservative and Lil Wayne is a unique artist. However by showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture.”
Lil Wayne and the Blueprint Group will reveal more details about DEWeezy during this year’s SxSW Music Festival.