JOHOR BARU: THE Dewmocracy Challenge 2014 by Mountain Dew is coming to Johor Baru.
The event, a test of mental and physical strength, and agility, will be held at KSL City Mall here from Friday to Sunday.
This is the fourth year the challenge is being held, since its inaugural event in 2011, said Permanis Sdn Bhd vice-president of business development and marketing Hemalatha Ragavan.
The extreme competition returns this year with yet another twist, giving participants the right to choose their own physical and mental trials and vote for which Mountain Dew variant — Live Wire, Pitch Black or Blue Shock, stays in the market.
Hemalatha said the number of participants has grown over the years as the event has become more popular.
“In 2011, there were 600 participants.
“In the following year, there were 2,000 participants, and the number doubled to 4,000 after that.
“This year, we expect more than 5,000 to take part,” she said.
Participants would need strong legs, stamina and the power of determination to stay in the competition.
“I have seen participants fall, but they get up again and continue with the game. This is what the challenge is all about. It is the spirit of enthusiasm and endurance,” said Hemalatha.
She said the continuous popularity of the Dewmocracy Challenge was a testament that Mountain Dew was popular among youths as their beverage of choice and their increasing fondness for the extreme challenges offered by the brand.
The Dewmocracy Challenge kicked off at Queensbay Mall in Penang from Sept 11 to 14.
It was then held in other states, such as Malacca, Sarawak, Kuala Lumpur and Pahang before coming here.
Participants stand a chance to win prizes worth a total of RM250,000.
For details, visit fb.com/MountainDewMalaysia.