FILA X PEPSI

Client | PEPSI

When PepsiCo aimed to merge their iconic brand with the world of fashion, they turned to Aaron, a renowned expert in brand collaborations. Working closely with the brand team at Pepsi, the heritage team at FILA USA, and the retail giant DTLR, they brought to life an extraordinary fusion of sport-style apparel and footwear: the FILA x PEPSI collection. This remarkable collection blended elements from the past and present, featuring t-shirts, sports bras, shorts, leggings, and footwear adorned with the iconic logos of both brands, all united by a captivating tri-color motif. The collection's pinnacle was showcased through two standout sneakers: the Disruptor 2 and the inaugural collaboration for the men's Creator silhouette.

The timing of the collection's debut couldn't have been more perfect, coinciding with the patriotic spirit of the 4th of July. It made its grand entrance in select DTLR stores along the East Coast and on DTLR.com, which underwent a bespoke ecommerce takeover to highlight the collaboration.

A project of this magnitude required significant media support. Aaron curated photo lookbooks and online banners to generate buzz around the collection's launch. A masterful move was the strategic media placement with Hypebeast and the carefully orchestrated influencer seeding within the fashion community, ensuring that the collaboration became the talk of the town.

The FILA x PEPSI collection's significance was further emphasized by its dominant presence in five prime retail locations of DTLR/Villa. Grand displays and enthusiastic employees fully embraced the collection from head to toe.

Disciplines

  • Product Design & Development: Crafting unique collections that deeply resonate with target audiences.

  • Business Development & Brand Partnerships: Leveraging strong relationships with FILA USA and DTLR to achieve optimal collaboration.

  • Content Creation: Developing captivating photo lookbooks to showcase the collaboration.

  • Content Strategy & Development: Establishing a seamless presence across key retail and digital platforms.

  • Brand Identity: Merging the identities of two heritage brands flawlessly.

  • Licensing & Brand Extensions: Integrating Pepsi's iconic branding into fashion-forward designs.

  • Creative Direction & Team Leadership: Guiding multiple teams towards a shared vision.

  • Trend Research: Combining the nostalgia of heritage brands with modern fashion sensibilities.

THE PRODUCT

PRESS