CLIENT | PEPSI
🔵🥤
CLIENT | PEPSI 🔵🥤
PROJECT: FILA x PEPSI Sport-Style Apparel & Footwear Collaboration
OBJECTIVE: To merge the iconic heritages of FILA and PEPSI, creating a harmonious collection that resonates with both brands' legacy and appeals to contemporary fashion and sport-style enthusiasts.
BACKGROUND: With a vision to integrate two iconic legacies, PEPSI sought to collaborate with FILA USA, invoking the sense of nostalgia coupled with modern aesthetics. Bringing this vision to life required a meticulous balance between sport-style and fashion, and Magna Opera stepped in to ensure that balance was seamlessly achieved.
STRATEGY:
Product Design & Development: Devised an expansive FILA x PEPSI collection that spanned both men's and women's segments. The assortment included everything from t-shirts and sports bras to leggings and shorts, all imprinted with a harmoniously merged logo of both brands. Additionally, two complementary sneakers – the Disruptor 2 and the men’s Creator silhouette – encapsulated the collaboration's essence.
Wholesale Sales & Distribution: Strategically launched the collection across top DTLR stores on the East Coast, coinciding with the 4th of July fervor. This was further complemented by a custom e-commerce experience on DTLR.com.
CREATIVE:
Orchestrated comprehensive media support that entailed the creation of photo assets and online banners, accentuating the collection's allure.
Partnered with Hypebeast for strategic media placements and tapped into influential voices within the fashion community, ensuring the collection garnered the attention it deserved.
Took the collaboration to a tactile level by transforming storefronts of 5 of DTLR/Villa's busiest retail locations. These locations became a visual spectacle with floor-to-ceiling lookbook imagery, custom displays showcasing the entire range, and store employees becoming ambassadors by donning the collection.
OUTCOME:
The FILA x PEPSI collaboration set a new benchmark in co-branded sport-style collections. Its reception was not only enthusiastic but also demonstrated the power of merging two iconic legacies in a thoughtfully designed ensemble. Magna Opera's involvement ensured that every touchpoint, from design to storefront, resonated with the collaboration's core essence.
