Why Pepsi, Shaquille O’Neal and Reebok’s collaboration is a slam dunk

Why Pepsi, Shaquille O’Neal and Reebok’s collaboration is a slam dunk

Sneakerheads and Pepsi enthusiasts rejoice. Reebok has teamed up with Pepsi to craft 22 Shaquille O'Neal shoes: made to fit the man himself, who, yes, boasts size 22 feet!

The shoes, crafted by none other than The Shoe Surgeon, feature a bespoke leather compartment discreetly nestled within the sole, allowing you to carry a Pepsi Mini Can wherever you roam.

Built upon Shaq's iconic Reebok PUMP Shaq Attaq shoe, the design rocks a three-dimensional Pepsi globe as the pump on the tongue, complemented by a striking Pepsi blue and black colour scheme. Additional flourishes include a unique paint splatter on the outsole, a custom Pepsi-patterned insole, and vibrant electric blue laces.

Dubbed the ‘SNEAK’ER’ during the NBA All-Star Game festivities, Shaq himself showcased the shoes live on TNT, providing a full demonstration of their functionality.

PepsiCo is offering fans the chance to win one of twenty-two of these ultra-rare collectibles by posting a photo or video on social media expressing their love for Pepsi Minis using designated hashtags.

22 reasons why we love this brand tie-in (well, okay, 11, as I’m not even half Shaq’s shoe size)

  1. Trainers (or sneakers) are the go-to collectible of the 21st Century. The new stamps, if you will.
  2. It was all worth it just to discover the star’s shoe size.
  3. The brand colours look pretty ‘sweet’ in shoe form, and bring renewed attention to Pepsi’s recent redesign.
  4. It puts the spotlight on a lesser-known brand, The Shoe Surgeon.
  5. As well as promoting Pepsi as a brand, it highlights its dinkier can size spinoff.
  6. The campaign has an air of nostalgia, harking back to the NBA’s glory days of the Nineties.
  7. There’s a double take when examining the ad: “Is this an April Fool’s joke? No, wait, it’s still March.”
  8. It’s a great social media talking point. “I could live in his shoes,” said one commentator on Linkedin.
  9. It’s just the start of a wider partnership, with experiential activity, as seen here
  10. … And fun cameo social content.
  11. Pepsi’s relationship with Shaq has a legacy. He appeared in a memorable 1998 outing for the brand.

If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.

Published on: