Challenge

Pepsi’s long-standing partnership with UEFA is iconic—but even icons need evolution. The challenge was to reimagine how these two global powerhouses show up together, with a refreshed identity that honours their legacy while resonating with the pulse of today’s game.

Building on the deep-rooted heritage of the partnership, we were tasked with crafting a bold new visual language for this flagship campaign—one that could carry the weight of history while matching the electrifying energy of modern football.

Outcome

Pepsi unveiled its most ambitious global football initiative to date—a complete creative overhaul led by a dynamic new identity and attitude. From full packaging systems and athlete shoots to kit design, broadcast idents, and beyond, every touchpoint was reimagined to drive connection and impact.

The campaign launched across global markets, igniting fan excitement and delivering a significant uplift in engagement and sales. A cultural and commercial win, powered by creative stewardship at every step.

Project scope

Art Direction
Packaging
Football Kit design
Broadcast Idents
Merch
POS