Pepsi has launched a sportswear collection with online retailers Boohoo and Boohoo Man. The collection is made up of matching tracksuits, loungewear and sports tops, aimed at ‘consumers who are as equally interested in fashion as they are sports’. They’re calling it a ‘trend-led, innovative capsule collection intersecting and celebrating art and sport’. The designs are inspired by artwork from five up-and-coming artists from around the world – DIYE from Argentina, Bicicleta Sem Freio from Brazil, DXTR from Germany, Kim Sielbeck from the US, and Iain Macarthur from the UK. The collection is part of Pepsi’s global #LiveItLoveIt campaign, which saw them sponsor the 2018 Champions League Final. Is this the future of fashion collaborations?
