Pepsi, Shaq, and Reebok Collaborate on Sneakers with Built-in Mini Can Compartments

Pepsi has joined forces with Reebok and basketball icon Shaquille O’Neal to introduce the Pepsi ‘Sneak’er, a unique pair of Reebok Pump Shaq Attaq shoes featuring a special compartment designed to hold a full Pepsi Mini Can within the sole.

The collaboration, crafted with the expertise of the Shoe Surgeon, is tailored specifically for O’Neal, who wears an impressive size 22 shoe. O’Neal debuted the innovative sneakers during the 2024 NBA All-Star Weekend.

The Pepsi ‘Sneak’ers are a limited edition release, with only 22 pairs available for consumers, all of which are size 22. These exclusive shoes will be obtainable through a social media sweepstakes, allowing lucky winners to own a piece of this nostalgic collaboration.

While O’Neal’s towering stature may seem an unlikely match for promoting Pepsi Mini Cans, the customized ‘Sneak’ers aim to blend fandom with functionality, ensuring that the miniature cans are always conveniently within reach.

Crafted from authentic Reebok Pump Shaq Attaqs, the size 22 Pepsi ‘Sneak’ers feature a bespoke electric blue leather chamber designed to securely hold a Pepsi Mini Can. The design also incorporates a custom colorway inspired by Pepsi’s iconic branding, complete with electric blue laces and the Pepsi Globe emblem replacing Reebok’s signature “pump.”

In addition to its functional design, the commemorative sneakers pay homage to O’Neal’s legacy, incorporating nostalgic elements such as nods to his former NBA team, the Orlando Magic, and the retirement of his jersey number, 32, on Feb. 13.

The collaboration marks a reunion of Pepsi, Reebok, and O’Neal, a trio that first teamed up in the early ’90s. To further celebrate O’Neal’s impact, an additional 22 pairs of sneakers will be available to consumers who participate in the social media sweepstakes by expressing their love for Pepsi Mini Cans using the hashtags #PepsiMinis #Sweepstakes until Feb. 25.

This collaboration comes amidst Pepsi’s ongoing celebration of its 125th anniversary, marked by a nostalgic marketing campaign recalling memorable moments from the brand’s history. Despite a slight decline in organic revenue and volume in Q4 2023, attributed to shifting consumer preferences towards smaller pack sizes, PepsiCo’s North America Beverages division saw a 7% increase in organic revenue for the full year 2023. The success is credited to strategic investments in advertising, digitalization, and market execution, along with robust growth from flagship brands Pepsi and Gatorade.