# Athlete-Backed Social Good Campaigns LeBron James and LIFEWTR Aim to Help People Thrive By Grace Mahas | Published 2022-07-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lebron-james-and-lifewtr References: [lifewtr](https://lifewtr.com/en-us/home/?dddddd) & [lebronjamesfamilyfoundation.org](https://www.lebronjamesfamilyfoundation.org/)  LeBron James, the [NBA](https://www.trendhunter.com/trends/lebron-james-game-console) icon, businessman, and philanthropist, recently joined forces with premium bottled water brand [LIFEWTR](https://www.trendhunter.com/trends/marsai-martin) for a new purpose-driven, multiyear partnership that aims to help communities thrive. LIFEWTR and LeBron James share a passion for creating change, and, through dedicated programs, they will leverage LIFEWTR's platform to enable people to flourish, bringing together James' passion for community, empowerment, and storytelling with LIFEWTR's mission to empower people. “I’ve always loved LIFEWTR and how every detail – from the original art showcased on its bottles to the brand’s efforts to champion diverse voices – serves a bigger purpose,” said LeBron James. “LIFEWTR is all about inspiring creativity, and I want the kids in my I PROMISE program and people everywhere to be inspired by the exciting work we’ll do together.” ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 30% | Activity: 54% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Athlete-backed Social Good Campaigns:** Athletes teaming up with purpose-driven brands to create social change campaigns. - **Purpose-driven Partnerships:** Businesses partnering with celebrities to achieve their social missions. - **Youth Empowerment Initiatives:** Athlete-backed campaigns focused on inspiring and empowering young people. ### Where This Applies - **Sports:** Professional athletes partnering with brands for purpose-driven campaigns. - **Beverage:** Brands using their platforms to promote social causes and partner with people like LeBron James. - **Nonprofit:** Socially conscious organizations creating initiatives to help youth and communities thrive. ## Related on Trend Hunter - [Black Artist-Promoting Campaigns](https://www.trendhunter.com/trends/marsai-martin.md) - [Athlete-Backed Game Consoles](https://www.trendhunter.com/trends/lebron-james-game-console.md) - [Athlete-Endorsed Hydration Drinks](https://www.trendhunter.com/trends/lionel-messi-1.md) - [Next-Gen Hydration Beverages](https://www.trendhunter.com/trends/plezi-hydration.md) - [Fitness Earphones Campaigns](https://www.trendhunter.com/trends/listen-to-your-heart.md) - [Redesigned Sports Drinks](https://www.trendhunter.com/trends/choose-better-campaign.md) - [Athlete-Collab Drinkware Collections](https://www.trendhunter.com/trends/1913-collection.md) - [Athlete-Backed Bottle Carriers](https://www.trendhunter.com/trends/rimowa-3.md) - [Celebrity-Backed Skincare Brands](https://www.trendhunter.com/trends/reframe-beauty.md)