Pepsi has built a deep understanding of sports over the course of several decades and many of its brands have become an integral part of the sports experience.
Now, the company goes way beyond simply sponsoring sporting events and placing signage in stadiums!
"Love It. Live It. Football." campaign translates to fashion with the Pepsi "Art of Football" capsule collection.
Pepsi is partnering with five fashion brands in celebration of the international game of football. The Art of Football capsule collection includes a worldwide group of brands including Anteater from Russia, Le Specs from Australia, Boohoo and Umbro from the U.K. and New Era from the U.S.
"Pop culture acumen – from sport and music to art and culture – is embedded in our Pepsi brand identity. It’s exciting to see our brand extend its power beyond the refreshing cola it is traditionally known for," said Natalia Filippociants, senior marketing director of Global Pepsi Trademark, Global Beverage Group, PepsiCo. "Football is the world’s game – and that culture and lifestyle goes beyond where and how we watch the game, to how we love and live the game. And that is where this fresh capsule collection plays. It brings the spirit and energy of football off the pitch and into lifestyle apparel and accessories."
The 2018 Pepsi "Art of Football" capsule collection includes a range of streetwear apparel and accessories such as t-shirts, backpacks, bucket hats and iPhone cases from Anteater; hoodies, tracksuits, t-shirts and cropped jackets from Boohoo; soccer t-shirts, shorts and balls from Umbro; sunglasses from Le Specs; and fashion headwear and t-shirts from New Era.
The collection will be available beginning May 21 online and at retailers where the partner brands are sold.