Think you know Coca-Cola? Think again.
Coca-Cola has designed an exclusive apparel collection inspired by the Rio 2016 Olympic and Paralympic Games. The collection, On The Track, has been designed to give Coca-Cola a fashion-forward look.
Featuring apparel, hats and shoes, On the Track is inspired by the spirit of Rio, the determination of the athletes, and the global Coca-Cola #ThatsGold campaign.
Coca-Cola Retail and Attractions (CCRA) is making its Olympic debut in Rio with the On the Track line. While CCRA has been responsible for the World of Coca-Cola in Atlanta and Coca-Cola Stores across North America, this is the team's first Olympic Games.
Model Alessandra Ambrosio sports Coca-Cola 'On the Track' shoes during the Rio 2016 Olympic Torch Relay.
Coca-Cola’s new designs don’t stop there: Coca-Cola pop-up stores will also be featuring two Coca-Cola Olympic pins designed by local celebrity and fashion blogger, Camila Coutinho. Coutinho has partnered with Coke to create a line of promotional pin badges specifically for the Rio 2016 Olympic Games, that are only available through purchasing an item from the #ThatsGold collection, which includes apparel and flip-flops.
In addition to the On the Track and #ThatsGold collections, Coca-Cola is offering various Coca-Cola and Olympic branded merchandise, including: shirts, hats, sunglasses, backpacks, flip-flops, headphones, notebooks and mugs, many of which are able to be customized with the Olympic rings or the Rio 2016 logo. With Brazil accounting for more than 30 percent of Coke's global licensing business, the team has high expectations for see many visitors to the stores during the Games.
Brad Fields, global licensing manager for Coca-Cola, hopes that these exclusive collections will help bring brand awareness and brand love to Coca-Cola: “We are fully integrated—probably the most integrated ever for an Olympic program,” he said.
As Patrick Kells, director of retail merchandising, adds: “We’re making sure this space and the guest experience are the best they have ever been.”
Coca-Cola merchandise, including On the Track and That’s Gold collections, will be available at two pop-up stores in Rio: Coca-Cola’s #ThatsGold Experience in Olympic Park and in Parada Coca-Cola in downtown Rio's Praca Maua area. The retail space in Parada Coca-Cola is the largest pop-up Coca-Cola Store in Latin America.
On the Track merchandise is also available for purchase online at www.dafiti.com.br/lojacocacola/.