Dew the Legendary

There’s a perfect beverage to complement every type of experience. Wine for a night of board games in the living room. Cheap beer for darts at the dive bar. And Hard Mountain Dew for infiltrating a top secret government lab in Area 51, jailbreaking a real life alien, and celebrating freedom in their intergalactic goo jacuzzi. Let’s fucking go.

MSCHF x MTN DEW

Hard Mountain Dew and MSCHF are teaming up to drop the world’s first liquid-activated, color-shifting sneakers—powered by Hard Mountain Dew. These boundary-pushing kicks change colors with every spill, making sure you stand out and feel the thrill as you dive into the night with your crew. It's more than just a collab—it's your call to do more, sip more, and chase the legendary.

pimped out couch

Noel Miller successfully created the fastest (and only) talk show on wheels: Hot Laps. Hard Mountain Dew will team up with Noel to create his newest, thrillingest ride: a couch on wheels with full hydraulics, turning the ordinary, legendary. We’ll provide this blazing fast ride to and from the next X Games, like Cash Cab on steroids.

bodega rave

Hard Mountain Dew’s latest innovation is taking you on a wild, augmented reality scavenger hunt where everyday streets and run of the mill cityscapes turn into your adventure playground. Rally your friends and hit the pavement in search of our Dew the Legendary creatures that lead to the ultimate reward: an exclusive party hidden in a local bodega. Each creature you capture brings you one step closer to the grand finale, a Hard Mountain Dew rave in the heart of the city, filled with exclusive collectable merch, live music, and a community of like-minded urban explorers who know how to push the limits and see beyond what’s ordinary.

Art Director: Manuel de Legarreta

Copywriter: Emory Sittig