Chew on this: Pepperidge Farm’s Goldfish brand is teaming up with the NBA to promote youth fitness and healthful eating through the league’s Jr. NBA/Jr. WNBA and NBA FIT program. Heat guard Dwyane Wade and Toronto Raptors forward Chris Bosh are serving as the program’s ambassadors.

The partnership rolls out this week in New Orleans at NBA All-Star 2008 with clinics and activities on Friday and Saturday. Pepperidge Farm is also making a donation to the Wade’s World Foundation, which supports programs that promote education, health and social skills for at-risk kids.

Wade will appear in advertising and marketing programs and on a special NBA-themed Goldfish crackers package.

“I’m honored to work with the Goldfish brand in my quest to leave the world a better place than I found it,” Wade said in a statement. “Their long-standing commitment to American youth is inspirational and our mutual interest in helping kids has created a meaningful partnership that will benefit countless children.”