Pepsi said in a statement, in the brand’s latest extension of its 2018 global #LOVEITLIVEIT campaign, the soft drinks company combines art and sport to celebrate the world’s beautiful game – football – on a new pitch: fashion.
“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, 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 is joined by fashion labels originating from around the world — including Russia’s Anteater, the UK’s Boohoo and Umbro, Australia’s Le Specs and the US’s New Era.
The 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.
Pepsi said the collection will be available beginning May 21 at each individual partners’ e-commerce site, and department stores and fashion specialty retailers where the partners’ brands are normally sold, as well as the full Pepsi “Art of Football” Capsule Collection available on http://www.boohooman.com/pepsi.
The soft drinks giant said the 2018 Pepsi “LOVE IT. LIVE IT. FOOTBALL.” campaign collides football with art, bringing to life some of football’s greatest stars with distinctive artwork from emerging visual artists from each of their home countries — Argentina’s DIYE, Brazil’s Bicicleta Sem Freio, Germany’s DXTR, U.S’ Kim Sielbeck and UK’s Iain Macarthur.
Each item in the Pepsi “Art of Football” Capsule Collection incorporates the artwork – another way the disruptive art aesthetic links and animates all campaign elements, from the limited-edition player packaging and arresting out of home that is more art than billboard, to thumb-stopping digital content and a blockbuster TV commercial.