Table of Contents
EAST HANOVER, N.J. — Kraft Foods Inc.’s Stride gum brand has signed up action sports icon Shaun White as an official brand spokesman.
Under the two-year agreement, the snowboarding and skateboarding champion will be engaged in a variety of promotional activities for Stride, billed as "The Ridiculously Long Lasting Gum," throughout the coming months, Kraft said Wednesday.
The food company reported that White is the nation’s second-most powerful sports figure in terms of influence on and off the field, according to Bloomberg BusinessWeek.
Plans call for Stride to announce specific program engagement activities featuring White throughout 2011, including giveaways, digital and social media campaigns, and public relations efforts.
"Shaun is a long-time fan of Stride and embodies what the brand is all about: always on the cutting edge with the unexpected and groundbreaking," commented Gary Osifchin, marketing director for the Stride chewing gum brand at Kraft. "We are thrilled that Shaun will be representing Stride."
Whether winning gold medals at the Olympics and X Games or designing the next collection for his clothing lines, White is "all about finding new ways to challenge himself and excel," according to Kraft. He recently took home his fourth-straight superpipe gold at the 2011 Winter X Games.
"When Stride approached me about partnering with the brand, I knew it would be a great fit, and I am looking forward to working with them on some pretty exciting things," White said in a statement.
