PLANO, Texas, Dec. 20, 2021 /PRNewswire/ -- Everyone faces
different obstacles in life, but it's how they respond to those
challenges – their "ridges" – that truly sets them apart from the
rest. Growing up in the inner-city of Akron, Ohio, LeBron
James learned how to turn obstacles into opportunities,
which is why Ruffles®, the Official Chip of the NBA, and the
17-time NBA All-Star, 4-time NBA Champion, and 4-time Kia NBA Most
Valuable Player are teaming up to introduce fans to a new era of
the Own Your Ridges™ campaign.
Ruffles, a brand famous for the ridges on its chips, has been on
a mission since earlier this year to inspire fans across the nation
to unapologetically own what makes them unique – their "ridges."
Now, Ruffles and James are deepening what it means to Own Your
Ridges by inspiring America to embrace life's obstacles because
each person's journey to achieving their goals is what makes them
and their story unique.
"I knew right away that with Ruffles, we had an opportunity to
approach this partnership and the product in a way that's never
been done before. The idea of owning your ridges and embracing what
makes us all different resonates with me on a lot of levels," said
James. "I'm excited about the depth of the Ruffles
D.N.A. campaign and being able to engage everyone with its
empowering message."
James' multi-year partnership with Ruffles, which will span
multiple campaign elements across retail, social media and more,
kicks off with a brand-new TV campaign titled "Ruffles D.N.A."
debuting on Christmas Day. Set to Kendrick
Lamar's hit single, "D.N.A.," the ad features James
reminiscing on his own "ridges" and showcases the real-life stories
of four other individuals – from a female barber to a blind
skateboarder to a single father to a former convict – who found
success on the other side of life's obstacles.
"Just like the ridges that set Ruffles apart from any other chip
out there, our personal ridges are what make us unique," said
Stacy Taffet, vice president of
marketing, Frito-Lay North America. "Own Your Ridges is all about
embracing the challenges that have shaped who we are today, and
we're excited to bring this mission to life in a whole new way with
LeBron James as the face of the
campaign because he's the perfect embodiment of someone who
overcame his challenges in life to become one of the most
successful athletes in history. We hope this campaign inspires
others to celebrate the things in life that make them who they are
– no matter how difficult those experiences might be."
To further empower underserved communities to own their ridges,
Ruffles and the PepsiCo Foundation are partnering with the LeBron
James Family Foundation to uplift communities specifically through
education, job training, and other wraparound support.
"LeBron is fully committed to social change and making a
positive impact on communities," said Taffet. "With this
partnership, we look forward to the collective impact we can make
in communities together. Just like LeBron is more than an
athlete, Ruffles is on a journey to become more than a chip
starting with our Ruffles D.N.A. campaign."
In 2022, Ruffles and James will continue their mission to
inspire fans everywhere to own their ridges. Be sure to keep an eye
on OwnYourRidges.com and follow Ruffles on Twitter, Instagram,
Facebook and YouTube for more information throughout the
rest of the NBA's 75th season leading up to All-Star
Weekend in Cleveland and beyond.
To watch the full "Ruffles D.N.A." commercial, fans can head over
now to Ruffles' YouTube channel.
About Ruffles
Ruffles is one of many Frito-Lay North
America brands – the $17 billion convenient foods
division of PepsiCo, Inc. (NASDAQ: PEP), which is
headquartered in Purchase, NY. Learn more about Frito-Lay at
the corporate website, http://www.fritolay.com/, the Snack
Chat blog, http://www.snacks.com/ and on
Twitter http://www.twitter.com/fritolay.
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated more
than $70 billion in net revenue in 2020, driven by a
complementary food and beverage portfolio that includes Frito-Lay,
Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo's
product portfolio includes a wide range of enjoyable foods and
beverages, including 23 brands that generate more than $1
billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Convenient Foods and Beverages by Winning with Purpose. "Winning
with Purpose" reflects our ambition to win sustainably in the
marketplace and embed purpose into all aspects of our business
strategy and brands. For more information,
visit www.pepsico.com.
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SOURCE Frito-Lay North America