FILA x PEPSI Sport-Style Apparel & Footwear Collaboration

As the Creative Director, I meticulously orchestrated the monumental task of seamlessly blending the iconic heritages of FILA and PEPSI. The result? A compelling collection that not only paid homage to both brands but also captivated modern fashion and sport-style enthusiasts worldwide. From the onset, my vision was clear - to create a collaboration that transcended boundaries and truly reflected the heart and soul of both FILA and PEPSI.

With my eye for intricate design elements and my comprehensive understanding of wholesale sales and distribution, I oversaw every aspect of the project. Each touchpoint, from the initial concept to the final execution, was meticulously crafted to mirror the essence of the collaboration. The challenge was striking the perfect balance between sport-style and fashion, and to achieve this, we meticulously fused a diverse product range ranging from t-shirts and sports bras to leggings, shorts, and two uniquely designed sneakers.

The solution lay in fostering a meticulous collaboration, working hand in hand with the design team to craft an expansive FILA x PEPSI collection that catered to both men's and women's segments. Each item was a harmonious merger of both brands' aesthetics, resulting in a collection that seamlessly represented the essence of this unique collaboration.

Strategically, we launched the collection across top DTLR stores on the East Coast, perfectly timed to coincide with the fervor of the 4th of July celebrations. To expand our reach further, we also created a custom e-commerce experience on DTLR.com. The response exceeded all expectations, setting new industry benchmarks in co-branded sport-style collections. The allure of the collection was amplified through strategic placements in renowned publications such as Hypebeast, and endorsements from influential voices within the fashion community garnered even more attention.

To create a truly immersive experience, we transformed the storefronts of 5 of DTLR/Villa's busiest retail locations, creating stunning visual showcases that instantly caught the eye of passersby. Store employees were engaged as brand ambassadors, further enhancing the overall experience for customers.

Crucial data points further revealed the scale of success achieved by the FILA x PEPSI collaboration. Sales surged during the launch period, reaching an impressive X number of customers through the custom e-commerce experience. The collection generated an astounding amount of media coverage and social media engagement, solidifying its position as a groundbreaking collaboration.

The FILA x PEPSI case study serves as a testament to my skills as a Creative Director. It showcases my ability to defy creative challenges, execute innovative ideas, and deliver positive outcomes through adept communication and leadership. By pushing boundaries and thinking outside the box, I successfully brought together two iconic brands and created a collection that resonated with audiences worldwide.

THE PRODUCT

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