Pepsi is leaning hard into football-season beverage culture with a fashion-forward stunt: miniature NFL puffer can jackets, designed to slide over a standard 12-ounce can, keep it cold and put team colors front and center at the tailgate. The collaboration with Off Season — the sports-apparel brand co-founded by designer Kristin Juszczyk and entrepreneur Emma Grede and launched in January 2025 — translates Juszczyk's viral full-size NFL puffers into a functional can accessory available in 15 official team styles.
The Product
Each miniature jacket features working zippers and sleeves, official NFL team colors and logos, and custom patches modeled after Off Season's signature outerwear. The 15 styles cover every current Pepsi NFL team partner, including the Dallas Cowboys, Philadelphia Eagles, San Francisco 49ers, Pittsburgh Steelers, and New England Patriots, among others. For on-premise operators and stadium concessionaires, the jackets represent a tangible extension of the kind of licensed-merchandise energy that drives impulse purchases and social sharing during gameday activations.
"The puffer jacket is where Off Season began, and I had this idea to take our signature design and turn it into something completely unexpected," said Kristin Juszczyk, Founder and Chief Creative Officer of Off Season. "After all, there's no better-tasting beverage to fill our miniature puffer can jackets."
Fan Access & Tour Dates
Consumers can enter the Pepsi x Off Season Can Jacket Sweepstakes through November 30 for a chance at a complimentary jacket. Beyond the sweepstakes, PepsiCo is running a three-stop Pepsi x Off Season Tailgate Tour at NFL game sites: outside Levi's Stadium on October 19 (49ers vs. Commanders), Lincoln Financial Field on November 8 (Eagles vs. Giants), and SoFi Stadium on November 25 for the Rams game. Jackets are available at each stop while supplies last.
The activation sits inside Pepsi's broader "Tailgating Deserves Pepsi" seasonal platform, which frames the brand as the essential soft drink for gameday food occasions. Gustavo Reyna, Vice President of Marketing at Pepsi, positioned the collaboration as a way to make the can itself part of a fan's gameday identity — a strategy that blurs the line between beverage marketing and licensed apparel, a space where beverage brands are increasingly competing for shelf presence and social visibility.
For foodservice and hospitality operators stocking beverages at sports venues, bars, and event spaces, moves like this underscore how leading soft drink brands are investing in experiential and collectible marketing to sustain consumer preference through a crowded football season. The limited-edition, team-specific framing also mirrors tactics seen in restaurant and bar sports-marketing promotions, where scarcity and exclusivity drive engagement beyond the product itself. As the Official Soft Drink of the NFL and a partner of 15 teams, Pepsi commands significant on-premise real estate during football season — and collaborations with culturally resonant fashion brands help defend that position against both competing soft drinks and the growing better-for-you beverage segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
