Pepsi, Bloomingdales team up
The Pepsi capsule collection, Live for Now, will be found exclusively at 15 Bloomingdales stores from May 21, as well as selected online retailers.
The casualwear range is designed to tie in with the launch of Pepsi’s newest global campaign of the same name, which kicks off on May 7 via Pepsi’s social platform, Pulse.
To create the collection, Pepsi partnered with a range of technology and fashion brands including Bang & Olufsen, Original Penguin by Munsingwear, Shut, Gents, Goodlife, and Del Toro. (Del Toro footwear pictured.)
Products in the range encompass T-shirts, swimwear, baseball caps, sneakers, and skateboards.
Criteria for inclusion in the collection was that items must use Pepsi’s corporate colours of red, white, and blue.
The collection follows on from Pepsi’s soccer project, The Art of Football, which took six international soccer players and partnered them with artists to create original pieces of art.
Kristin Patrick, global chief marketing officer at PepsiCo Global Beverages Group told media this week, “we were thinking, how can we connect with art and fashion and connect with our consumers?”
“We thought that a fashion line was in line with our brand’s DNA, rooted in music and film as well.
“Our brand has a long standing history in fashion, and we plan on a broad ranging initiative, including many more collaborations in the near future,” Patrick said.
Simon Lowden, chief marketing officer, at Pepsi Beverages Company, said the ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand.
“It is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artists and entertainment properties,” Lowden said.
As part of the Live for Now platform in the US, Pepsi also will present a series of exclusive pop up, Twitter-enabled concerts over the coming summer featuring major music artists.
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