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IMG expands on PepsiCo deal

European licensing agreement covers Pepsi, 7UP and Mountain Dew.

IMG has renewed its agreement with PepsiCo, covering the Pepsi, 7UP and Mountain Dew brands.

IMG began working with PepsiCo in 2015 and since then has grown the licensing programme to include nine new fashion apparel licensees, as well as partners in beauty, giftware and stationery.

Over the past two years, PepsiCo licensed apparel products have been sold in fashion retailers including ASOS, Topshop, Primark and H&M with Poetic Brands; Bershka, BIK BOK and Besteller Group with Fipo Group; and Zara with Horizonte Galego.

Several new licensees will launch apparel collections in 2017, including a direct-to-retail licence in Europe with Etam Group-owned retail chain Undiz and a collaboration with streetwear brand JunkYard in Italy and Scandinavia.

Following in 2018, PepsiCo will launch apparel collections with Brand Design SA across Europe; Sabor SRL in Italy; Carbotex in Eastern Europe; and in LLP’s owned and operated retail stores across Eastern Europe.

In other categories, PepsiCo has been working with Amber House for lip balms, Helix Trading for stationery and The Original Metal Sign Co. for metal signs, all sold in the UK and Ireland.

“We are pleased to extend our relationship with PepsiCo following a successful two-year run of signings,” said Matthew Primack, svp at IMG.

“With a carefully considered strategic approach targeting millennials, we have expanded the brand’s licensing programme across Europe. We look forward to continuing to build PepsiCo’s flourishing fashion-forward apparel portfolio, as well as extending into other brand-relevant categories.”

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