The apparel game is all about hype these days. Hype comes from one major source: exclusivity. It’s the reason brands like Supreme and Palace can charge big bucks for items that, on the surface, don’t look like anything special. That’s not even taking into account the resale economy, which is its own little cottage industry.
By manufacturing exclusivity and pairing with another recognizable brand, that hype doubles. Pepsi, not one to rest on its laurels and go the traditional promotional marketing route, paid attention to the current apparel and marketing climate, and partnered with Puma for a co-branded “capsule” collection centered on branded footwear.
The collaboration coincides with the 50th anniversary of the Puma suede sneaker. Puma had done previous limited edition capsule releases, including with Ferrari and The Weeknd.
This capsule release includes two versions of the suede sneakers—a black pair and a blue pair—both featuring a retro Pepsi-Cola logo to add to the anniversary vibe. The drop also includes apparel like T-shirts, hoodies and sweatpants, according to Forbes.
So fresh. PUMA x @Pepsi_SA drops 09.11.2018 @ArchiveSA. pic.twitter.com/cvXYTbVY2Y
— PUMA South Africa (@PUMASouthAfrica) November 5, 2018
The items, which are on sale on Puma’s website, aren’t insanely priced. The sneakers range from $85 to $110 (and no doubt will go higher on the resale market), sweatshirts are $85, track pants are $75 and T-shirts are $35. The T-shirts, however, are already sold out.
But, wouldn’t you know it, they’re already going for marked up prices on the likes of eBay. Those $100 sneakers are listed as high as $160. The ones Puma is selling for $110 are going for upward of $175.
At the rate fast food chains and other companies have adopted the trend of merch drops and limited edition releases, it seems that it’s just the new norm, rather than a trend. Hopefully, that means more promotional products sales opportunities.
