Sur­pris­ing In­dus­try, Pepsi inks footwear deal

Shoes & Accessories - - Contents -

Sur­pris­ing in­dus­try ex­perts, snacks and bev­er­age maker Pep­sico has inked a li­cens­ing deal with DVB Brands. As a part of the deal the lat­ter is launch­ing life­style-based sports footwear in the coun­try.

Ac­cord­ing to Pep­sico se­nior VP, Global Bev­er­age Group, Kristin Pa­trick, “Our iconic brands have en­abled us to pro­vide con­sumers with new ways to en­gage with Pep­sico - whether it be in a can or ap­parel or ac­ces­sories. We are cre­at­ing new op­por­tu­ni­ties for con­sumers to en­gage with our brands across mul­ti­ple touch points and with strong part­ner­ships with brands in­clud­ing Zara, H& M and Fila.”

DVB Brands chief ex­ec­u­tive Chandni Ba­tra said that the footwear range is di­rectly youth-fo­cused, which is the core of Pepsi. The prod­uct range will be avail­able at e-com­merce sites such as Myn­tra.

In­dus­try ex­perts, how­ever, are not op­ti­mistic, cit­ing rea­son that it will only dam­age the core brand while rev­enues from the ex­ten­sion could be min­i­mal.

Men­tion must be made that in the past, Pep­sico has done li­cens­ing deals with mo­bile phones in mar­kets like China.

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