Ground Up and PepsiCo announced a new partnership that will see the latter brand leveraging the former brand's prowess with creating licensed footwear to offer fans with the perfect option to add into their wardrobe this spring.
The collaboration collection features slides and clogs that put the Doritos and Mountain Dew brands in the spotlight. This is done through themed colors, while also putting their respective logos front and center for fans to show off with pride.
The Ground Up and PepsiCo collection is being launched in men's sizes, and comes as the first-ever collection featuring Mountain Dew and Doritos. The entire collection will be available for consumers to shop at Walmart for fans to pick up for wear this spring and summer.
Image Credit: Ground Up
Why This Trend Is Growing
- Snack-branded Footwear
- The collaboration between Ground Up and PepsiCo highlights a trend of integrating snack branding into fashion, creating a unique crossover appeal for consumers.
- Licensed Fashion Partnerships
- This partnership exemplifies a growing trend of licensed fashion collaborations, which offer brands new avenues for consumer engagement and product diversification.
- Retail-exclusive Collections
- The launch of an exclusive collection at Walmart indicates a trend where brands are using retail partnerships to tap into new markets and palce limited-edition products directly in front of consumers.
Industries Being Reshaped
- Fashion and Apparel
- The collaboration emphasizes the potential for innovation in the fashion industry through themed apparel that intersects with other consumer passions.
- Consumer Packaged Goods
- PepsiCo's venture into footwear suggests that consumer packaged goods companies can explore beyond their traditional offerings to expand brand influence.
- Retail
- By launching products at Walmart, the collection illustrates how retail can serve as a platform for exclusive product releases that drive foot traffic and brand visibility.
