Coca-Cola Pulls all of the Grizzlies star Ja Morant’s ads’ amid suspension for strip club gun video

In the wake of his trip to a Colorado strip club, Memphis Grizzlies player Ja Morant’s lucrative, multiyear endorsement agreement with Powerade is in doubt.

Coca-Cola Pulls all of the Grizzlies star Ja Morant’s ads’ amid suspension for strip club gun video

After losing to Denver, Morant went to Shotgun Willie’s early on March 4. There, he flashed a weapon around on Instagram Live.

About 10 days after Morant signed the contract, Powerade allegedly took all of its marketing materials with him off of television and social media.

It’s unclear whether Coca-Cola has totally cut their relationship with Morant or whether they’re still awaiting the NBA’s judgement on whether to give him a longer punishment.

Powerade announced on March 1 that Morant, the Grizzlies phenomenon, will be the face of a $10 million marketing campaign in 2023, just days before he went live on Instagram.

Powerade executives told Bloomberg it would ‘be the biggest marketing blitz in the brand’s 36-year history.’

Powerade’s parent company, BodyArmor, stated in a statement at the time that partnering with a disruptive game-changer like Ja Morant, who genuinely embraces the ethos of the brand, would help re-energize the product as we write the next chapter.

The first national television ad was supposed to broadcast on March 14 during March Madness, but given that Morant is still out of the limelight, it now seems improbable.

The commercial, which highlighted Morant’s transformation from an underappreciated high school and college athlete to NBA superstar, was narrated by his father.

Following the viral video of Morant inside the strip club, Memphis announced he was suspended for two games.

Morant then put out a statement apologizing for his behavior, revealing he would be taking time out.

‘I take full responsibility for my actions last night,’ he said. ‘I’m sorry to my family, teammates, coaches, fans, partners, the city of Memphis and the entire Grizzlies organization for letting you down.

‘I’m going to take some time away to get help and work on learning better methods of dealing with stress and my overall well-being.’

 

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