“Keep it skate,” is the key phrase for the pro-skateboarding Mountain Dew Company. “We love this, (skateboarding) it’s truly an art form,”  said Hudson Sullivan brand manager for Mountain Dew.   He then proceeded to explain the way in which Mountain Dew is mixing art and skateboarding, so that it benefits the local skateboarding community. 35 locally owned skate shops were picked to submit an artistic expression of themselves and their community.  The artwork is competing for a bid to become the design on the popular soda can; the winner is decided online at GreenLabelArt.com. Once the winner is determined their design will be featured on Mountain Dew cans and distributed throughout the country in 2011. The beauty of this campaign is it truly is authentic in its intentions. It started with P-Rod (skateboarding God) and Don Pemdelton (well-known skateboard artist) designing their own can for Mountain Dew. The idea was then expanded in order to give a huge amount of free publicity for mom-and-pop skate-shops.  P-Rod summed up the skateboarding communities’ feelings on the work Mountain Dew has done, “We are weary of companies coming in, but Mountain Dew has been there since before it was cool.” With the trust through programs like The Dew Tour and its latest incarnation The Green Label Art series, Mountain Dew has helped give skateboarding some much needed momentum.