Pepsi is taking its association with football beyond the pitch, partnering with fashion label Off Season to bring a new design perspective to sports-inspired apparel. The collaboration draws on the beverage brand’s football heritage and combines it with Off Season’s contemporary approach to streetwear.
Founded by Kristin Juszczyk and Emma Grede, Off Season has focused on moving fan apparel beyond conventional team merchandise. Its designs bring together distinctive silhouettes, bold proportions and fashion-led styling, reflecting how sportswear and everyday clothing are increasingly influencing each other.
For Pepsi, the partnership offers a way to revisit its longstanding connection with football through a different cultural lens. Instead of approaching fanwear as clothing reserved for match days, the collaboration looks at how supporters can incorporate their interest in sport into their everyday wardrobes.
The collection takes inspiration from Pepsi’s archives, using elements of the brand’s visual history as the starting point for contemporary designs. Familiar heritage references are reinterpreted through Off Season’s streetwear aesthetic, bringing together nostalgic details and modern styling.
The collaboration also reflects a shift in how brands approach sports merchandise. Fan apparel is increasingly being treated as an extension of personal style, with consumers looking for pieces that communicate their interests without necessarily resembling traditional team merchandise. The Pepsi and Off Season collection builds on this intersection of sporting culture and fashion.
Both brands bring distinct perspectives to the partnership. Pepsi draws on its established place in football culture, while Off Season contributes a design approach that challenges conventional ideas of what sports-inspired clothing can look like. Together, they are positioning fanwear as something that can move between sporting occasions and everyday fashion.
The collaboration places football-inspired dressing within a broader streetwear conversation, using brand heritage and contemporary design to reinterpret how fans express their connection to the game.
The Pepsi and Off Season collaboration is an example of how sports partnerships are extending into lifestyle and fashion rather than remaining limited to traditional merchandise. By using archival brand references as design inspiration, the collection connects Pepsi’s football associations with a more contemporary expression of fan identity.
