*Lil Wayne and Mountain Dew are teaming up for a new promo campaign, dubbed DEWeezy, set to formally kick off at South by Southwest in Austin next week, reports Billboard.

Images of the campaign first started appearing on downtown New York City earlier this week, and were confirmed today via a press release issued by Wayne’s management firm The Blueprint Group.

The DEWeezy campaign will feature advertisements, public appearances and the creation of a skate park in Lil Wayne’s New Orleans hometown. Blueprint’s release also hints at a possible touring component, noting that the deal was “anchored in Lil Wayne’s touring presence and outside interests including skateboarding and the rebuilding of New Orleans.”

“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name,” Cortez Bryant, co-CEO of Blueprint Group said in a statement. “[B]y showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture.”