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During NBA All-Star 2017, Mountain Dew® is celebrating "the game beyond the game" through unique fan experiences. These experiences will come to life in a number of ways including: the launch of The Courtside Project at Courtside HQ, which brings together NBA players and trendsetters across style, art and music, and a 3x3 basketball game for elite amateur players featuring NBA All-Stars Russell Westbrook and Kyrie Irving as honorary general managers. Westbrook also stars in new DEW creative that dropped today where he challenges the expected with a new rallying cry: "don't do 'They'—do you."
