PepsiCo Renews with IMG

Pepsi, 7Up and Mountain Dew will continue to see new apparel and merchandise collections launch throughout Europe.

EUROPE–PepsiCo has renewed its licensing representation agreement with IMG for the Pepsi, 7Up and Mountain Dew brands throughout Europe.

Since partnering in 2015, IMG has secured a raft of fashion licensees–including Poetic Brands, Fipo Group and Horizonte Galego–that have released products at popular retailers like ASOS, Topshop, Primark, H&M, Bershka, Bik Bok and Zara.

Furthermore, several licensees are slated to debut new apparel collections for this beverage company this year–including Etam Group-owned Undiz for a direct-to-retail line and streetwear brand JunkYard for collections in Italy and Scandinavia.

In 2018, PepsiCo will release licensed apparel lines with Brand Design across Europe, Sabor in Italy, Carbotex in Eastern Europe and LLP’s retail stores across Eastern Europe.

Other categories for the beverage brands include Amber House for lip balms, Helix Trading for stationery and The Original Metal Sign Co. for metal signs, all of which will be available in the U.K. and Ireland.

“We are pleased to extend our relationship with PepsiCo following a successful two-year run of signings,” says Matthew Primack, senior vice president, IMG. “With a carefully considered strategic approach targeting Millennials, we have expanded the brands’ licensing program across Europe. We look forward to continuing to build PepsiCo’s flourishing fashion-forward apparel portfolio as well as extending into other brand-relevant categories.”