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. 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.