The Pepsi Live for Now Campaign Now Includes Streetwear
Megan Facciuolo — May 22, 2014 — Fashion
Pepsi's most recent campaign Pepsi Live for Now unveiled a new venture: streetwear. The 'Live for Now' collection will feature clothing, shoes, accessories, electronics and even skateboards. Every item will be produced by a handpicked group of the world's best artists and designers.
The venture is part of the company's 'The Art of Football' program, which is a kick-off for their ads in World Cup 2014. The collection includes distinctive artwork from six international street artists. And while you may think that the pieces will boast giant Pepsi graphics, they are actually very discreet and fashionable.
Some of the pieces that Pepsi-enthusiasts and non-soda drinkers alike can don include graphic tees, jackets and swim trunks from Original Penguin, headphones from Bang & Olufsen’s B&O PLAY line and skateboards from SHUT.
The venture is part of the company's 'The Art of Football' program, which is a kick-off for their ads in World Cup 2014. The collection includes distinctive artwork from six international street artists. And while you may think that the pieces will boast giant Pepsi graphics, they are actually very discreet and fashionable.
Some of the pieces that Pepsi-enthusiasts and non-soda drinkers alike can don include graphic tees, jackets and swim trunks from Original Penguin, headphones from Bang & Olufsen’s B&O PLAY line and skateboards from SHUT.
Trend Themes
1. Streetwear - Disruptive innovation opportunity: Collaborate with popular brands to create unique, limited edition clothing collections.
2. Artistic Collaborations - Disruptive innovation opportunity: Partner with artists and designers to create exclusive products that appeal to a younger, trend-conscious demographic.
3. Branded Accessories - Disruptive innovation opportunity: Expand into producing branded electronics and accessories to further engage with consumers.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Explore collaborations between fashion brands and beverage companies to create unique product lines.
2. Art and Design - Disruptive innovation opportunity: Foster partnerships between artists and businesses to create innovative, limited edition products.
3. Consumer Electronics - Disruptive innovation opportunity: Develop exclusive electronics and accessories in collaboration with well-known brands.
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