$365">

Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes

Filed under:

Pepsi's Selling $365 Soccer-Inspired Sneakers Now

Del Toro X Pepsi Live For Now Jaz Alto Chukka Sneaker, <a href="http://www.deltoroshoes.com/shop/men/limited-collaborations/del-toro-x-pepsi-live-for-now-jaz-alto-chukka-sneaker-capsule-collection.html">$365</a>
Del Toro X Pepsi Live For Now Jaz Alto Chukka Sneaker, $365

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Despite a tenuous connection to both soccer and fashion, Pepsi has unveiled a limited-edition menswear-focused capsule collection timed to capitalize on World Cup fever. And this is much more upscale than a Pepsi logo slapped on a tee. Instead, Pepsi's grabbing at some fashion and street cred with $175 Original Penguin windbreakers, $365 Del Toro sneakers, and $75 Goodlife tees, all featuring patterns designed by street artists in Pepsi's logo colors. The line is available through big-time retailers like Bloomingdale's, Colette in Paris, and Liberty of London.

What do the items in the Live For Now collection have to do with soccer? Not much, though there is a baseball cap with a soccer ball on it, Businessweek notes. They suggest that Pepsi's strategy is more about competing with World Cup official sponsor Coca Cola and figuring out how to "target the fashion crowd subtly."
· Why Is Pepsi Getting Into Fashion? [Businessweek]
· Pepsi Capsule Collection [Official Site]
· Pepsi Project [Bloomingdale's]