Pepsi teams with Shaq, Reebok for sneakers that carry mini cans

Dive Brief:

Pepsi has teamed with Reebok and basketball legend Shaquille O’Neal to create the Pepsi ‘Sneak’er, an original pair of Reebok Pump Shaq Attaq shoes modified to fit a full Pepsi Mini Can into the sole, according to a press release.
The sneakers, created with the Shoe Surgeon, are tailored to O’Neal, who wears a whopping size 22, which is what allowed for the shoe’s custom compartment to be made. O’Neal debuted the sneakers during the 2024 NBA All Star Weekend.
A total of 22 consumers can score the shoe, also all size 22, for themselves via a social media sweepstakes. The nostalgic play follows a previous tie-up between Pepsi and O’Neal around the mini cans.

Dive Insight:

While O’Neal, who stands over seven feet tall, may not be the most obvious choice to promote Pepsi Mini Cans, the retired athlete is taking fandom to new heights with the custom-tailored ‘Sneak’ers, which were made to ensure that the mini cans are always “within a leg’s reach.” Before the duo’s latest tie-up, O’Neal also plugged Pepsi Mini Cans in a commercial soundtracked to a remix of Skee-Lo's 1995 hit “I Wish” that featured a twist on the song’s popular refrain “I wish I was a little bit taller” to become “I wish I was a little bit smaller.”

Crafted from an original pair of Reebok Pump Shaq Attaqs, the size 22 Pepsi ‘Sneak’er, made with the Shoe Surgeon, come equipped with an electric blue leather chamber, which is custom-built to hold a Pepsi Mini can. Additional features include a custom colorway, which leverages Pepsi’s color palette, electric blue laces and the use of the Pepsi Globe to replace Reebok’s “pump,” per release details. The design elements of the shoe embody Pepsi’s visual overhaul last year — its first in 14 years — that notably saw it swap its muted blue color scheme for a bolder, more vibrant appearance.

The commemorative sneakers also feature nostalgic callbacks, with the design nodding to O’Neal’s first NBA team, Orlando Magic, which retired the icon’s No. 32 jersey on Feb. 13. The jersey represents the first to be retired by the team. Additionally, the marketing play reunites Pepsi, Reebok and O’Neal, a trio that first came together in the early ‘90s.

In a further nod to O’Neal’s shoe size, an additional 22 shoes will be up for grabs to 22 consumers who share their love for Pepsi Mini Cans on social media and use the hashtags #PepsiMinis #Sweepstakes now through Feb. 25.

Nostalgia has been a major theme for Pepsi following the kick-off of a marketing blitz last fall to commemorate the brand’s 125th anniversary, a milestone celebration that has included a slew of callbacks to memorable moments of its past, including the Pepsi Challenge and “Pepsi Girl” from the ’90s and the resurrection of past commercials from stars like Madonna. The media blitz also served as the official introduction of the brand’s visual overhaul, which also includes a new logo and “pulse” motif.

PepsiCo saw organic revenue increase 4.5% in Q4, a decline from the 14.6% organic revenue growth reported during the same period the year prior, according to an earnings statement. The marketer also reported a decline in organic volume, a shift that it attributed to consumers’ growing preference for smaller pack sizes, which could explain the recent emphasis on Pepsi’s 7.5-ounce mini cans.

For the full year, PepsiCo’s North America Beverages division in 2023 saw organic revenue increase 7%. The company in its earnings statement attributed investments in “advertising, digitalization, and go-to-market execution” for its success along with high-single-digit growth from brands Pepsi and Gatorade.