PepsiCo, which signed LeBron James to a major endorsement deal last year, will soon call on the NBA legend to push its premium water brand, Lifewtr. The arrangement, announced today by the food and beverage giant, comes after James has already appeared in marketing for Mtn Dew and Ruffles.

The addition of Lifewtr to his PepsiCo portfolio signals that the company intends to make broad use of the basketball star—perhaps more than Coca-Cola Co., where he mostly appeared in ads for Sprite before defecting for PepsiCo in early 2021.

Details are sparse on what James' Lifewtr work will entail. In an announcement, the brand described it as a “multi-year partnership that synergizes James’ passion for community, empowerment, and storytelling with the brand’s mission to help people thrive.” A Lifewter representative declined to elaborate.

But the deal seems poised to give James a platform to push charitable causes close to his heart. In a press release announcing the deal, Lifewter ticked off some of the initiatives James is involved with, including his Promise School in Akron, Ohio, which caters to underserved students and families in the city where he grew up.

“LeBron James’ unwavering dedication to uplifting individuals and communities mirrors our mission at Lifewtr to help people thrive,” Zach Harris, VP of the water Portfolio at PepsiCo Beverages North America, stated in the press release. “We are thrilled to work with him to further the Lifewtr brand’s commitment to helping underrepresented voices flourish.”

PepsiCo launched Lifewtr in 2017 with a marketing approach that included rotating label designs created by emerging artists. Recent initiatives have included “Life Unseen,” a partnership with actress and producer Isa Rae aimed at highlighting diverse creatives. It involved assembling a collective of 20 artists to design artwork featured on Lifewtr bottles.

Lifetwtr declined to disclose what agencies it might work with for programs involving James, including if it will include his SpringHill Company, which is an entertainment company and brand consultancy that includes a roster of diverse creators.