SoBe is teaming up with Mike Tyson to add more action to its new ‘Try Everything’ campaign, launched in May. The well-known boxer joined the roster of celebrities who were tapped for the new marketing initiative—this list includes the names of actresses Hilary Duff, Jessica Szohr, model Kate Upton (she has been featured in the brand’s animated ad on Pandora, the first-ever ad of this kind on the website) and baseball player turned musician Bernie Williams. To promote the new marketing effort and encourage its fans to broaden their outlook by being open to new experiences, the brand got into the updated version of the ‘Mike Tyson: Main Event’ iPhone game—the new extension was created in collaboration with iPhone game developers RockLive, Omnicom’s OMD Gaming and OMD’s Ignition Factory.