Pepsi, Shaq, Reebok collaborate on sneakers featuring mini can compartments

Pepsi, in collaboration with Reebok and basketball legend Shaquille O'Neal, has unveiled the Pepsi 'Sneak'er, a customized version of the Reebok Pump Shaq Attaq shoes designed to accommodate a Pepsi Mini Can in the sole. Crafted by the Shoe Surgeon to fit O'Neal's size 22 feet, the unique sneakers debuted at the 2024 NBA All-Star Weekend. Only 22 consumers, all with size 22 feet, have the chance to win these exclusive shoes through a social media sweepstakes.

The custom 'Sneak'ers feature an electric blue leather chamber, specially designed to hold a Pepsi Mini Can. The design incorporates Pepsi's color palette, electric blue laces, and replaces the Reebok "pump" with the iconic Pepsi Globe. Nostalgic elements pay tribute to O'Neal's first NBA team, the Orlando Magic, and commemorate the retirement of his No. 32 jersey on Feb. 13. This collaboration reunites Pepsi, Reebok, and O'Neal, recalling their partnership from the early '90s.

To further celebrate O'Neal's shoe size, an additional 22 pairs will be available to consumers who express their love for Pepsi Mini Cans on social media using the hashtags #PepsiMinis #Sweepstakes until Feb. 25. The initiative aligns with Pepsi's recent marketing emphasis on nostalgia, marking its 125th anniversary with callbacks to iconic moments in its history. Despite a Q4 organic revenue increase of 4.5%, down from the previous year, PepsiCo attributes its success to strategic investments in advertising, digitalization, and go-to-market execution, along with robust growth from brands like Pepsi and Gatorade in 2023.