The future of Memphis Grizzlies star Ja Morant’s lucrative, multiyear endorsement deal with Powerade is unclear amid the fallout from his Denver strip club visit.
Morant attended Shotgun Willie’s in the hours following a March 3 loss at Denver, where he waved a handgun on Instagram Live.
Powerade reportedly has since removed all of its marketing material with Morant from television and public view on social media just 10 days after he inked the deal.
The sports drink giant, owned by Coca-Cola, has not made comment on Morant since the incident in Glendale, CO.
The company has removed the Grizzlies star guard from its website, in addition to removing a recent commercial featuring Morant from YouTube and social media, according to Sports Illustrated.
Ja Morant was set to headline Powerade’s 2023 campaign, but his spots have been removed
It remains unclear whether or not Coca-Cola has completely severed ties with Ja Morant or if they are waiting for a decision from the NBA on if he will serve a longer suspension.
On March 1, just days prior to Morant going live on Instagram, Powerade announced the Grizzlies sensation was to headline a $10million marketing campaign in 2023.
Powerade executives told Bloomberg it would ‘be the biggest marketing blitz in the brand’s 36-year history.’
‘Partnering with a disruptive game-changer like Ja Morant, who truly embodies the spirit of the brand, will help re-energize Powerade as we write the next chapter,’ Matt Dzamba, chief marketing officer of Powerade’s parent company, BodyArmor, said in a statement at the time.
The first national television ad was slated to air on March 14, during March Madness, however it now looks unlikely with Morant still away from the spotlight.
Morant’s father was the narrator in the commercial, which showcased his son’s rise from an unheralded high school and college player to NBA phenom.
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.’
Ja Morant appeared to hold up a gun in an Instagram Live video in the early hours of March 4
Morant released a statement saying he will be taking some time away to receive help
Sportswear giant Nike is standing by their star man, issuing a statement, via The Athletic, after his apology.
‘We appreciate Ja’s accountability and that he is taking the time to get the help he needs,’ the statement read. ‘We support his prioritization of his well-being.’
Photos of Morant inside Shotgun Willie’s were leaked Saturday, showing the 23-year-old enjoying the service inside the strip club as bills enveloped the floor beneath him.
His timeline for a return to the NBA is presently unclear, and he could face further punishment from the league.
Glendale Police Department of Colorado announced last week Morant would not be charged with a crime.
It is unclear whether Coca-Cola will continue to move forward with Morant in the near future
Morant has not played since the March 4 loss at Denver, just hours before the Instagram Live
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