From our friends at Sheets:

On Thursday, May 12, Times Square will get a boost of energy. Nearly a month after Carmelo Anthony launched his billboard, Knicks forward Amar’e Stoudemire and Sheets energy strips are taking over Times Square with the company’s first foray into the ad world.

The launch of Sheets will be supported by a $10 million marketing campaign leveraging athlete and celebrity involvement by co-founder LeBron James and partners Amar’e Stoudemire, Ray Rice, international recording artist Pitbull and others. The campaign will incorporate social media, traditional advertising, and massive sampling programs.

Sheets were developed over years of research with top physicians, scientists, professional athletes, and their trainers. SheetsTM uses proprietary technology that provides a breakthrough delivery system enabling consumers to get energy.