Sunday, February 17, 2008

Pepperidge Farm Scores Partnership with NBA All-Stars Dwyane Wade and Chris Bosh to Help Promote Fitness among America’s Youth

(BUSINESS WIRE)--As part of a continued effort to encourage an active lifestyle among America’s youth, the Pepperidge Farm Goldfish® brand will serve as a partner of the Jr. NBA/Jr. WNBA and the NBA FIT Program, a health and wellness initiative that inspires youth to make healthy life decisions by encouraging proper eating habits and regular exercise. In support of this new partnership, NBA All-Stars Dwyane Wade and Chris Bosh will serve as program ambassadors.

Pepperidge Farm will tip off the partnership during NBA All-Star 2008 in New Orleans, with involvement in a host of activities including the T-Mobile Rookie Challenge & Youth Jam and NBA All-Star Jam Session presented by adidas. During the T-Mobile Rookie Challenge & Youth Jam on Friday, February 15, the Goldfish brand will host an NBA FIT Break, which will showcase a variety of exercises for kids who want to stay active while having fun. At the Goldfish NBA FIT Zone area at NBA All-Star Jam Session presented by adidas, Pepperidge Farm will host basketball clinics throughout the weekend with NBA and WNBA players. On Saturday, February 16 at 4:00pm at the Goldfish NBA FIT Zone, Pepperidge Farm will present a donation to Wade’s World, a foundation initiated in 2003 by Dwyane Wade that provides support to community-based organizations to promote education, health, and social skills for children in at-risk situations.

Wade, the 2006 NBA Finals MVP and Sports Illustrated for Kids Athlete of the Year, has built a universal fan base, captivating admirers with his athletic abilities, strength in overcoming obstacles, boundless community support, and continuous dedication to children. His winning record on the court as well as his long-standing commitment to children off the court, make him a natural ambassador for the Pepperidge Farm Goldfish brand.

“I’m honored to work with the Goldfish brand in my quest to leave the world a better place than I found it,” said Wade. “Their long-standing commitment to American youth is inspirational and our mutual interest in helping kids has created a meaningful partnership that will benefit countless children.”

“We are pleased to announce our partnership with the NBA, Dwyane Wade and Chris Bosh,” said Steve White, Vice President, Youth Snacks Division for Pepperidge Farm. “Our dedication to helping children achieve their full potential through a positive outlook and a healthy lifestyle is brought to life through our Fishful ThinkingSM program, which stresses the importance of instilling optimism in children. Dwyane Wade and Chris Bosh both personify optimism and physical fitness, two traits that will make them dynamic partners for the Goldfish brand.”

“Our partnership with Pepperidge Farm Goldfish is a significant step forward in our effort to promote health and wellness in America’s youth through the NBA FIT and Jr. NBA/Jr. WNBA programs,” said Mark Tatum, NBA Senior Vice President of Marketing Partnerships. “With the help of NBA All-Stars Dwyane Wade and Chris Bosh, we are looking forward to working with Pepperidge Farm Goldfish to develop fun and motivating programs to promote a healthy and active lifestyle for our young fans.”

In the coming months, Pepperidge Farm Goldfish and the NBA will debut a series of television advertising, retail promotions, and consumer events. Dwyane Wade will be featured in branded marketing, advertising, and packaging, including special edition NBA-themed Pepperidge Farm Goldfish crackers.