PEPSI AND OFF SEASON REIMAGINE FANWEAR AS FASHION TAKES CENTRE STAGE

Fan apparel is undergoing a style revolution, and Pepsi is stepping onto the fashion field with Off Season. The collaboration merges Pepsi’s rich football heritage with Off Season’s contemporary streetwear vision, creating a collection that blends archive-inspired nostalgia, bold design and a fresh perspective on modern game-day dressing.

Fanwear is no longer confined to the stadium. Increasingly, it is finding a place in everyday wardrobes, fuelled by the rise of streetwear and a growing appetite for fashion that reflects personal passions. Tapping into that shift, Pepsi has partnered with Off Season, the fashion label founded by Kristin Juszczyk and Emma Grede, to create a collaboration that reimagines game-day style through a contemporary lens.

The partnership brings together two worlds that have long shared cultural relevance: sport and fashion. For Pepsi, a brand that has been woven into football culture for decades, the collaboration represents a natural evolution of its relationship with fans. Rather than simply celebrating sporting nostalgia, the project seeks to reinterpret it for a new generation of consumers who see team allegiance and personal style as equally important forms of self-expression.

At the centre of the collaboration is Off Season, a brand that has built a reputation for challenging traditional ideas about fan apparel. Founded by Juszczyk and Grede, the label has become known for elevating sports-inspired clothing beyond conventional merchandise. With a focus on bold proportions, striking silhouettes and a distinctly fashion-first approach, Off Season has positioned fanwear as a legitimate part of the broader style conversation.

That vision aligns closely with a changing consumer landscape, where sports-inspired fashion is increasingly worn far beyond match days. As the boundaries between luxury, streetwear and athletic culture continue to blur, brands are looking for new ways to engage audiences that value both authenticity and design.

For this collection, Pepsi opened its archives, drawing on decades of visual history and cultural associations. The result is a range that blends familiar elements of the brand’s heritage with modern streetwear sensibilities. Archive-inspired references have been reworked through a contemporary design language, creating pieces that feel both nostalgic and forward-looking.

The collaboration aims to capture the energy of football culture while embracing the confidence and creativity associated with today’s streetwear movement. Rather than relying solely on traditional sports aesthetics, the collection introduces a fresh point of view, one that reflects how modern fans engage with the game. It acknowledges that supporters are not only showing loyalty to a team or sport, but also making a statement about identity, community and style.

For Pepsi, the collection offers an opportunity to celebrate its longstanding place within football culture while connecting with audiences in a new way. For Off Season, it provides a platform to continue reshaping perceptions of what fan apparel can be.

Together, the brands are presenting a vision of game-day dressing that feels current, expressive and unmistakably modern. By blending Pepsi’s iconic heritage with Off Season’s fashion-forward outlook, the collaboration serves as a reminder that sport and style have never been closer, and that the future of fanwear may be found as much on the street as in the stands.