HERA teams up with Pepsi for four-piece limited edition collection

Cheltenham-based streetwear brand HERA, which was acquired by former Gymshark Chairman Paul Richardson in 2021, has joined forces with soft drinks giant Pepsi on a four-piece limited edition collection.

The unisex collection features signature HERA oversized hoodies and T-shirts in black, white and grey marl, with electric blue lettering carrying the motivational message ‘Here for More’, in what is described as a celebration of both brands’ "shared ambition to encourage people to strive to get more out of life".

Georgia Streeton, Chief Brand Officer at HERA, said: "We are incredibly excited to unveil our exclusive collaboration with Pepsi, a brand that, like HERA, champions ambition, boldness, and the relentless pursuit of more. ‘Here for More’ is more than a collection - it’s a shared mindset, a celebration of those who push boundaries and embrace the ‘enjoyment first’ life.

"We are grateful to work alongside Pepsi to bring this vision to life, merging elevated fashion with an iconic global legacy. Every piece in this collection is designed to inspire confidence, drive, and the belief that success starts with the right mindset. We can’t wait for our community to experience this collaboration and embrace what it truly means to be ‘Here for More.’"

Neil Ronson, Senior Marketing Manager at PepsiCo GB, added: "As a brand, Pepsi encourages people to choose what they’re passionate about in life and always be ‘Thirsty for More’.

"With its similar mission of emboldening its customers to be ambitious and strive for success, HERA was the perfect partner to collaborate with to release this limited-edition collection. We look forward to hearing what fans of both brands make of it."

The collection will be "secretly dropped" in four cities across the UK – London, Birmingham, Manchester and Glasgow - from March 20-23, and consumers will be able to try to win the exclusive pieces from special Pepsi x HERA vending machines.

It will also be available to purchase directly from HERA’s website on 17 March, with T-shirts retailing at £58 and hoodies at £88