BRAND ACTIVATIONS

Pepsi uses basketball legend’s size-22 shoes for brand activation

By our African Marketing Confederation News Team | 2024

Shoes have a secret compartment in the sole to ensure a soft drink mini-can is ‘always within a leg’s reach’.

Pepsi has teamed up with sports brand Reebok and legendary basketball star Shaquille O’Neal to create what the soft drink company is calling the ‘Sneak’er, a sports shoe modified to fit a Pepsi Mini Can into the sole.

Photo credit: Pepsi

 

The unique shoe is a one-of-a-kind item based on the original Reebok Pump Shaq Attaq range, which debuted in the 1992-1993 NBA season and was the first brand collaboration between O’Neal and Reebok. 

 

What makes the ‘Sneak’er possible is that O’Neal wears a remarkable size 22, leaving enough space for a secret compartment housing the Pepsi Mini Can. 

 

He showed off the creation during the recent 2024 NBA All Star Weekend, an annual weekend basketball festival held every February. 

 

A can of Pepsi is always within reach 

 

The concept behind the brand activation is that the shoes enable a can of Pepsi to be “always within a leg’s reach”.  

 

To give the campaign additional impetus, a total of 22 consumers were afforded the opportunity to win a pair of the unique shoes. Given that most people are unlikely to wear a size 22, these will presumably become collectors’ items. 

 

O’Neal also been involved in promoting Pepsi Mini Cans via a TV commercial. 

 

“Nostalgia has been a major theme for Pepsi following the kick-off of a marketing blitz last [Northern Hemisphere autumn] to commemorate the brand’s 125th anniversary,” comments the industry website Marketing Dive. 

 

The anniversary celebration has included reviving past campaigns, among them a commercial by Madonna. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.