FILA x PEPSI | LICENSING COLLABORATION

project overview

Client: PepsiCo (Pepsi Brand Division)
Role: Cross-Industry Licensing Strategist & Heritage Brand Fusion Architect
Timeline: 2016–2017 (Part of six-year PepsiCo strategic partnership)
Category: Cross-Industry Brand Extension, Heritage Brand Fusion, Nostalgic Market Positioning

The Challenge

Develop a framework for PepsiCo’s authentic entry into the fashion market through a heritage brand collaboration. Merge Pepsi’s beverage brand equity with FILA’s sport-style legacy in a way that honored both brands’ cultural authenticity while achieving strong retail distribution and capitalizing on nostalgic appeal.

Strategic Approach

Cross-Industry Licensing & Heritage Brand Fusion

Created a methodology for merging two heritage identities through integrated design, blending Pepsi’s historic logo elements with FILA’s sport-style DNA.
Built a framework that preserved each brand’s equity while presenting a unified product story.

Nostalgic Market Positioning & Cultural Timing

Aligned the launch with the 4th of July to leverage Americana and patriotic nostalgia.
Applied a tri-color motif that reinforced both brand heritages while connecting to the cultural moment.

Multi-Stakeholder Retail Partnership Architecture

Structured a three-way partnership between PepsiCo, FILA USA, and DTLR.
Designed a retail takeover model including bespoke e-commerce integration and flagship store dominance.

Integrated Product & Content Campaign

Produced a full apparel and footwear range including the Disruptor 2 and Creator silhouettes.
Developed a content plan with photo lookbooks, digital assets, and strategic placement on Hypebeast.
Executed influencer seeding to drive credibility within fashion and sneaker communities.

Key Deliverables

Licensing framework for authentic beverage brand entry into fashion.
FILA x Pepsi apparel and footwear collection with integrated heritage branding.
Three-way retail partnership model with DTLR for distribution dominance.
Patriotic cultural timing strategy reinforcing nostalgic market positioning.
Comprehensive content campaign for media, retail, and influencer engagement.

Strategic Positioning

Cross-Industry Heritage Brand Fusion
Proved that beverage brands can authentically enter fashion markets through heritage partnerships built on cultural equity rather than superficial logo swaps.

Cultural Timing & Nostalgic Integration
Used a timely, patriotic launch to connect brand heritage with cultural relevance.

Retail Partnership Architecture
Demonstrated a retail takeover model that delivers visibility, credibility, and premium positioning across key flagship locations.

Results & Impact

Retail & Distribution Success

Rolled out across DTLR’s East Coast network with prime flagship placements.
Integrated into DTLR/Villa’s e-commerce ecosystem with bespoke merchandising.

Cultural & Media Amplification

Featured on Hypebeast, solidifying fashion credibility.
Influencer seeding drove organic adoption within style and sneaker communities.

Framework Validation

Confirmed the viability of cross-industry licensing rooted in heritage authenticity.
Created a replicable model for nostalgic brand fusions that maintain integrity while achieving broad market penetration.

Key Learnings

Heritage partnerships work best when brand elements are deeply integrated through design, not just co-branded.
Cultural timing amplifies both relevance and emotional connection.
Retail takeover strategies outperform standard distribution for impact and visibility.
Cross-industry licensing can maintain authenticity when guided by a structured collaboration framework.

Impact

Delivered a repeatable strategy for cross-industry heritage brand collaborations, enabling PepsiCo to enter the fashion market with cultural credibility and retail success. The model applies to any heritage or consumer brand seeking authentic lifestyle extensions through strategic partnerships, nostalgic positioning, and cultural timing.