‘Love It. Live It. Football’ campaign translates into fashion with Boohoo, Umbro and more.
Pepsi has extended its ‘Love It. Live It. Football’ campaign into the fashion space, securing a number of key partners to launch an Art of Football capsule collection.
The company is working with partners around the world including Russia’s Anteater, the UK’s Boohoo and Umbro, Australia’s Le Specs and New Era from the US.
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.
Each item in the collection also incorporates special artwork from emerging visual artists to bring to life some of football’s greatest stars from each of their home countries: Argentina’s DIYE, Brazil’s Bicicleta Sem Freio, Germany’s DXTR, US’ Kim Sielbeck and the UK’s Iain Macarthur.
“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.”