FILA x dew M-Squad | Footwear Collaboration

PROJECT OVERVIEW

Client: Mountain Dew (PepsiCo) – Green Label Exclusives Division
Role: Sneaker Market Strategist & Athletic Heritage Fusion Architect
Timeline: 2015–2016 (Part of six-year PepsiCo strategic partnership)
Category: Sneaker Market Entry, Athletic Heritage Integration, Premium Retail Partnership

Most beverage brands have no business in sneaker culture. I made the case Mountain Dew did.

The sneaker market is one of the hardest rooms to enter without credibility, and Mountain Dew wanted in.

I paired Mountain Dew's youth energy with FILA's athletic heritage in a single shoe, the M-Squad, and built a three-way retail partnership with FILA USA and Foot Locker for national reach without losing the cultural read.

It launched nationally through Foot Locker, distributed omnichannel through FILA's platform, and earned Hypebeast coverage that confirmed the sneaker community had accepted it.

THE PRODUCT

PRESS