Coca-Cola has made it to the catwalk through such designers as Marc Jacobs. Now PepsiCo is launching a limited-edition line of apparel, accessories, electronics, and skateboards designed by fashion labels. They feature patterns created by street artists in a Pepsi-inspired, red-white-and-blue color scheme, though the Pepsi logo itself is not featured prominently.
Pepsi’s marketing campaign is called “The Art of Football” and seemingly timed to coincide with the World Cup. The fashion collection was unveiled by Bloomingdale’s and includes mostly men’s products by apparel brands Original Penguin, Gents, Goodlife and Del Toro, audio gear brand B&O Play and skateboard company Shut. Prices range from $49 to $399.
Kristin Patrick, Pepsi’s Global Chief Marketing Officer said, “First and foremost, we wanted to create covetable product that was high quality and well designed. We did not want the product emblazoned with logos, as this generation of consumers is not interested in branding that is too heavy handed”.
The Art of Football branding would suggest that Pepsi, despite not being a World Cup sponsor, is making an effort to get in on soccer mania as official sponsor Coca-Cola gets its label in front of millions of fans at the games.