Sport
THIS IS HOW WE DO FOOTBALL: PEPSI® CELEBRATES THE CHANGEMAKERS DRIVING THE FUTURE OF FOOTBALL - ON AND OFF THE PITCH
NEW YORK , March 1, 2022 /PRNewswire/ -- Today, Pepsi® unveils its annual global football campaign, building upon the brand's continued premiere partnership with the UEFA Champions League. leads with a high-energy creative directed by , Barcelona's multi award-winning filmmaker, celebrating the changemakers driving football's present and future – on and off the pitch. In true Pepsi style, the campaign features a world-class player line-up, an infectious music track, and members of the " ," a curated group of vibrant up-and-coming talent from around the globe.
Returning all-time GOAT and seven-time Ballon d'Or winner and world champion welcome two exciting additions to the Pepsi squad: , today's most decorated English player, and Brazilian footballing legend who previously featured in iconic Pepsi ads in the early 2000s.
It wouldn't be a Pepsi campaign without an attention-grabbing track as the brand continues to create innovative music on a global scale. This year, Pepsi partnered with hip-hop and R&B icon for a refreshed take of his 90s classic, 'This Is How We Do It.' The reimagined song, pairs artist 's vocals alongside Jordan and was produced exclusively for the Pepsi "Stay Thirsty" campaign by Grammy-winning female duo and .
"Stay Thirsty" leverages its global scale to introduce the world to ambitious creatives with unique talent and inspiring stories, with purposeful intent to drive those with equal passion that anything is within reach. The " members each play a role in the campaign and include:
- leading Mexican freestyle champion and trailblazing UK women's grassroots coach alongside her team, starring in the creative;
- award-winning U.S. photographer , who captured intimate portraits and striking behind-the-scenes photography on-set;
- forward-thinking fashion designer who was enlisted to reimagine the iconic Pepsi football jersey; and
- Dubai -based graphic designer who created supporting bespoke graphics and visuals, including a striking mural that appears in the ad.
" ," said . " "
The campaign was teased earlier this month when Messi and Ronaldinho posted themselves playing a game of Fans all over the world were quickly abuzz when it dropped, confirming Ronaldinho's return to Pepsi and showing the dynamic duo on the same team once again.
Throughout the "Stay Thirsty" campaign, the brand will look to inspire the next generation of football talent and cultural pioneers through the Pepsi athletes' and Collective's personal past, present and future stories and ambitions shared in a digital content series. With Pepsi also partnering with British fashion designer to create a limited-edition capsule collection inspired by the brand's rich football heritage and this year's future-thinking campaign to go on sale in Spring 2022.
Additionally, Pepsi and its global customers KFC and Pizza Hut will lean into consumers' passion for food with multi-platform marketing initiatives featuring bespoke, entertaining content starring Pogba.
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pepsicomediarelations@pepsico.com
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com.
Dina is a Palestinian/American illustrator who was born and raised in
Dubai . She founded her design company Seven Minutes, and from visual arts to graphic design, has gained worldwide traction for her work telling stories through art. She's also an avid football fan, having played recreationally for years.
Iqra became a football coach at 15, with a desire to create safe, female-only environments that weren't available to her. She is currently the Director of Women's Football at grassroots club Hilltop FC, and the first-ever and current captain of the Somali Women's National Football Team. She is the youngest Football Black List Winner of 2019, which she won at just 19 years old.
Liam Hodges is a luxury streetwear brand. Founded by
London -based Liam Hodges in 2013, the eponymous brand is built on the concept of serving a generation born online in their own definition of the aspirational and successful. Signature
Liam Hodges fuses influences from modern subcultures and postmodernism with innovative streetwear designs. Upcycled materials and environmental awareness are now at the forefront of
Liam Hodges design, continually working to create less waste and review old habits.
Mel D. Cole is a world-renowned, award-winning photographer who is best known for his hip hop, press/editorial photography. He is the founder of Charcoal Pitch FC, the first and only Black-owned, soccer specific photography agency dedicated to creatively exploring soccer visually and educationally through a multiracial lens. With a career spanning almost 20 years, he released his first coffee table book chronicling his hip hop photography in
February 2020 . Starting in
April 2021 , he focused his lens on documenting the pandemic, and then in
May 2021 , the Black Lives Matter movement in the U.S. He released his second book,
Mel D. Cole : American Protest: Photographs 2020–2021, in
November 2021 .
Montell Jordan is an American singer, songwriter and producer. His first single, "This Is How We Do It," was a no. 1 hit in 1995. Montell has written and produced for music artists including
Christina Milian and Sisqó, and his influence in music and culture has seen him feature in films and documentaries including 'The Fighting Temptations' and 'Standing In the Shadows of Motown.'
Nithsaya is a designer and passionate football fan, known for his creative studio
Golden Cabane . Nithsaya's exclusive collections and limited-edition merch drops are inspired by reworked vintage football shirts and streetwear culture.
Grammy Award-winning female production and songwriting duo Nova Wav have penned words and beats for the likes of Beyonce, Jay-Z and Rihanna to name a few. Composed of Brittany "Chi" Coney and Denisia "Blu June" Andrews, the American duo have successfully cemented their roles in the music industry with their passion and creativity.
Madrid -based Paloma is the #1 freestyler in
Spain . Growing up in Mexico , she wasn't allowed to play with the boys teams, so she donned a fake name (Javi) to be able to play. She's won the Spanish national freestyle championships twice and has been the world Footbag champ six times. She is also an advocate for LGBTQ+ rights and equality.
Say Mo is a Kazakh music artist whose love of dance and performance has drawn a huge following on TikTok, appealing to Gen-Z audiences across the globe since her debut on the 2019 Russian vocal talent show 'Pesni.'
Sean Douglas is a Grammy Award-winning American songwriter and record producer. He has written for a range of musicians, including
Madonna , Selena Gomez and
Nick Jonas .
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