Partnering with popular apparel brands Boohoo, Umbro, Le Specs, New Era and Anteater, iconic soda pop brand Pepsi is creating a global capsule collection to celebrate soccer football. Just in time for the 2018 FIFA World Cup slated for June 14-15, 2018, the “Art of Football” capsule collection reaches store shelves May 21, 2018.
“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 consists of an alliance with labels originating from around the world — including Russia’s Anteater, the UK’s Boohoo and Umbro, Australia’s Le Specs and the U.S.’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.
Each item in the Pepsi “Art of Football” Capsule Collection incorporates distinctive artwork created by emerging visual artists – Argentina’s DIYE, Brazil’s Bicicleta Sem Freio, Germany’s DXTR, U.S’ Kim Sielbeck and UK’s Iain Macarthur.
The collection is available beginning May 21st at each individual partners’ ecommerce site, and department stores and fashion specialty retailers where the partners’ brands are normally sold.