• February 13, 2008

Pepperidge Farm's Goldfish brand is partnering with Jr. NBA/Jr. WNBA and the NBA FIT Program, a health and wellness initiative. The effort involves NBA All-Stars Dwyane Wade and Chris Bosh.

The effort launches during the NBA All-Star 2008 in New Orleans, with activities like the T-Mobile Rookie Challenge & Youth Jam and NBA All-Star Jam Session presented by Adidas.

On Friday, the Goldfish brand will host an NBA FIT Break, which will showcase a variety of exercises for kids. At a venue called the Goldfish NBA FIT Zone, the company will host basketball clinics with NBA and WNBA players.

Forthcoming are a series of television ads, promotions, and consumer events featuring Dwyane Wade.

--Karl Greenberg