Shawn Mendes will be promoting IZZE FUSIONS, a new beverage line from PepsiCo, according to a press release by PepsiCo. With a marketing focus on teenagers, it is no wonder Shawn Mendes was chosen. Mendes, known for his hit songs such as Treat You Better and Stitches, is a newer pop star and has opened for the likes of Taylor Swift during her 1989 World Tour in North America.

Mendes will be teaming with IZZE FUSIONS to host a celebration in New York City before he leaves for his headlining arena world tour. The celebration has been characterized as a “sorta music festival, sorta inspirational summit, sorta world-changing melding of the minds” meant to honor teens who do not conform to labels. The event will take place at Duggal Greenhouse and will feature special musical performances, interactive playlabs, refreshment zones and more.

In addition to promotion of IZZE FUSIONS, the event will serve as a charitable fundraiser to benefit the T.J. Martell Foundation which supports research for leukemia, cancer and AIDS.

Mendes will be giving away tickets and meet-and-greets as well as auctioning off experiences to help benefit this charity.

The 18-year-old singer starts his first world tour on March 25 with a visit to Tokyo, Japan. He will visit Tampa on July 25, Miami on July 26 and Orlando on July 28.

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