Pepsi’s 'Wear‑A‑Ball' Launch Targets Fashion-Forward Football Culture

Quick listen: Pepsi’s Wear-A-Ball jacket redefines fan engagement — here’s how, in under 2 minutes.

A jacket that turns into a football is putting Pepsi back on the pitch.

Its “Refresh the Game” campaign puts fans at the center with a new release focused on both imagination and practicality.

The brand partnered with Clint419 and COPA90 to debut the Wear-A-Ball, a lightweight jacket crafted from recycled materials that can be folded into a regulation-size football.

A custom construction method enables the ball to compress and fold into a compartment around the collar, which can then be worn like a pack for convenience.

Real Madrid star Vinícius Jr., who helped unveil the Wear-A-Ball, connected it to his roots in street football:

“My childhood was spent playing football on the streets of São Gonçalo (Rio de Janeiro) and that’s where I fell in love with the sport.

We didn’t need much to enjoy the game.

This jacket is a reminder that football isn't just for stadiums, it's for the streets and real fans are always going to find ways to refresh the game.”

Vinicius Sales, Senior Design Director at PepsiCo, told DesignRush how design fuels the brand’s effort to create fan experiences that match football’s energy and passion.

“Across our entire Pepsi football program, we aim to deliver exciting fan experiences that echo the passion of football fans everywhere, and design plays a major role in achieving that goal.

With our Pepsi Wear-A-Ball and Classic Football Shirt collections, fans can wear their pride boldly and stylishly.”

The jacket comes in blue and black, finished with reflective trims and the Pepsi globe on the front.

Only 25 will be released through a raffle connected to purchases of Pepsi’s new kit line with Classic Football Shirts.

Entries are open through both physical stores in Manchester and London and online while supplies last.

Designed for the Diehards

The collaboration with Classic Football Shirts brings forward a set of limited-edition jerseys inspired by both vintage and current designs.

Campaign imagery showcases top players Farah Jefry, Alexia Putellas and Caroline Graham Hansen modeling the new designs.

It includes a sharp Modern shirt in Pepsi’s signature palette, an Icon shirt marking a decade of Champions League sponsorship, and a Retro ’70s shirt arriving in September that reflects classic football aesthetics from the early brand era.

Barcelona midfielder Putellas spoke about how the collection links fashion with football identity:

"Football has such a rich culture that extends beyond the game itself, and fashion is a vital part of that.

The partnership with Classic Football Shirts acknowledges and celebrates that connection, creating opportunities for fans to showcase their personalities and style.

I fell in love with the retro shirt on set whilst shooting ‘Refresh the Game’, so you can expect to see me living in it at every opportunity.”

Next up is a July release of custom garments created by a new fashion designer using archived Pepsi shirts.

These collector-style pieces extend the campaign’s goal of celebrating football identity through personal expression.

Shirt prices begin at £39.99 ($54.32) and vary by region.

This campaign has already drawn interest from both fashion and football media.

Our Take: Is This Just Hype or Smart Strategy?

I see this as a well-calculated move that speaks directly to younger fans who care about both style and substance.

The Wear-A-Ball isn’t just eye-catching.

It solves a real challenge for people who play anywhere they can, not just on formal pitches.

Combining limited product drops with strong storytelling gives it credibility in a space where attention is short and expectations are high.

For agencies, it shows that meaningful campaigns start with knowing what the audience values and building something real around it.

If you want to discover another creative campaign rooted in everyday moments, see how Pepsi named real meals after fans in “Share a Pepsi.”

Your brand is more than a logo—it’s strategy, identity, and voice.