Pepsi has appointed the reigning Union of European Football Associations (UEFA) Champions League winner and Real Madrid’s Young Player of the Season, Vini Jr, its latest brand ambassador. The announcement comes as Pepsi unveils a new fashion collection, created by football culture brand Art of Football. Bringing his own style and passion to the collaboration, Vini Jr is the face of the campaign for the new Pepsi X AoF capsule. From playing on the streets of Rio de Janeiro as a young boy, to the bright lights of the Santiago Bernabéu stadium in Madrid, the Brazilian striker is the epitome of what Pepsi is dubbing ‘Generation Thirsty’.
The Pepsi X AoF collab encapsulates the athlete’s personal style and love of design. The campaign showcases the bespoke garments from the brand new Pepsi X AoF collection featuring an iconic reimagined kit first made famous by Pepsi 20 years ago.
Speaking on the announcement Vini Jr said, “In my role as brand ambassador for Pepsi, I want to represent a generation who aren’t afraid to express themselves and strive for greatness – in fashion, football, or wherever you leave your mark on the world. I remember watching Pepsi commercials starring some of my biggest football idols growing up. Now, here I am today working with Pepsi to bring this amazing fashion collection to life – how cool is that?! I can’t wait for the world to see this collection and all the exciting entertainment experiences Pepsi and I are working on next!”
Art of Football is a UK-based fashion brand and community dedicated to creating original collections and fan experiences that champion football culture and celebrate the heart and soul of the game. Pepsi tapped the brand to create a collection that shines a light on its extensive football entertainment archive. Dropping this month, the retro-inspired offering pays homage to Pepsi’s iconic ’00s football strip that first premiered 20 years ago. Co-branded accessories in the collection include a bucket hat, shoulder bag, and tote. The collection is completed with a reimagining of Pepsi’s early ’00s football jersey, which eagle-eyed fans may have spotted in the brand’s recent ‘Nutmeg Royale’ football ad. Those watching the ad closely will have spotted the hidden QR code they needed to follow to be the first to get their hands on the exclusive collection. Look out for Vini Jr jumping in on the Nutmeg fun too!
Gustavo Reyna, Pepsi’s Senior Director of Global Marketing: “We are delighted to be welcoming Vini, Jr. to the Pepsi squad. As one of the most exciting names in football, he represents the new generation of talent who have a thirst for fun and greatness. Pepsi has a long history of partnering with the best talents, and Vini Jr’s obvious passion for everything he does, alongside his love of fashion and sport, made him the perfect individual to be our new football ambassador. We were keen to announce the new partnership in line with the launch of the Art of Football collection, to bring life into this intersection of passion points, and celebrate our history in football entertainment.”
The Pepsi x Art of Football launch is a key part of Pepsi’s new brand global campaign ‘Thirsty For More’, which celebrates people’s thirst for fun, excitement and unexpected outcomes. The announcement of Vini Jr and the Art of Football drop is the first in a series of global campaigns to be launched under the new brand campaign and aims to satiate a number of consumer passions including football, entertainment and fashion. The capsule can be purchased at ArtofFootball.com. Products in the collection retail for $12 for a tote bag, $30 for a bum bag or hat, to $36 for a T-shirt and $60 for a Football shirt.