MOUNTAIN DEW CROWNS STREET SCIENCE WINNER OF GREEN LABEL ART: SHOP SERIES
Original art work submitted by Street Science to be featured on nationally distributed cans of DEW in 2011
LAS VEGAS, NV – October 16, 2010 – Mountain Dew, top-ranked skateboarder Paul Rodriguez, and legendary skate artist Don Pendleton today crowned Street Science Skate Shop (Tracy, Calif.) the king of the Mountain Dew Green Label Art: Shop Series contest. After four months, and over one million votes, Street Science bested six other regional finalists to win the $10,000 grand prize and the honor to have its artwork featured on a nationally distributed Mountain Dew can in 2011.
“We were really excited to work with all these great shops from across the country,” said Hudson Sullivan, brand manager, Mountain Dew. “Mountain Dew created the Green Label Art: Shop Series to celebrate local skate culture and provide shops with an opportunity to gain national exposure. I think we succeeded in developing a platform that offers shops an interesting way to express their distinct style and personality.”
Longtime skaters and Tracy, Calif. residents Justin Lomba and Jeremy Morgan opened the Street Science Skate Shop in February, 2008 with the simple idea of keeping skateboarding true to its raw street origins. Today, the shop is run by Jeremy, Justin and his wife Tara Lomba.
“This is the most amazing thing to happen to our shop,” said Morgan, co-owner of Street Science Skate Shop. “Thanks to Mountain Dew, this program keeps our community in touch with the skateboarding culture and the support is great.”
Jonathan “Seb” Costa, a local teenager, is the artist who designed the winning can. The design features Tracy Boulevard, the popular water tower and a pit bull riding a skateboard.
“This whole experience feels great,” Costa said. “I was nervous this whole time, and winning this is like a dream come true. I’ve been drawing since I was two years old, and I think it’s awesome that Mountain Dew is supporting artists and skateboarders like this.”
Mountain Dew Green Label Art: Shop Series kicked off in June with the unveiling of Rodriguez and Pendleton’s can design, which served as the inspiration for the program. Thirty-five shops partnered with a local artist to create their collaborative design and competed regionally and consumers voted to determine the seven finalists. A second round of voting determined the winner. The finalists of Mountain Dew Green Label Art: Shop Series are: Black Sheep (Charlotte, N.C.), Blindside (Salt Lake City, Utah), Freedom (Mesa, Ariz.), Modest (Berwyn, Ill.), Nocturnal (Philadelphia, Pa.), Westside (Tarpon Springs, Fla.) and Street Science. Representatives from each of the seven shops and the artists were in Las Vegas for the winning announcement.
“All 35 can designs were amazing and really represented their local skateboard culture,” Rodriguez said. “I wanted to be a part of the Green Label Art: Shop Series because it gave skate shops all across the country an opportunity to show their unique style and the program embodied the sport I grew up loving. It’s a shame that we could only pick one winner, because all of them deserve to be honored.”
Mountain Dew launched its first Green Label Art program featuring a collection of limited-edition bottles designed by artists from across the nation in 2007. To find out more information about the program, see all 35 can designs and the Paul Rodriguez-Don Pendleton collaboration, visit www.greenlabelart.com