Design Experience - Sport-Related Brand Initiatives
Capturing passion, energy and fandom in every special edition consumers choose
Energy, Passion and Identity in Every Pack
Sports have the power to inspire emotion and loyalty unlike any other cultural force. For brands, connecting with fans through special-edition packaging, event-driven branding, and collectible designs is a proven way to amplify relevance and impact. At Imaginity, we design sport-related brand initiatives that celebrate both the spirit of the game and the strength of the brand.
From soccer in Mexico to rugby in Europe and American football in the U.S., our projects with Gatorade, Guinness, and Pepsi Kick demonstrate how thoughtful design can bring sport and brand together—creating moments that capture attention and build lasting consumer engagement.
Crafting Game-Day Packaging & Brand Identity
Sports packaging must balance brand integrity with the energy of the game it celebrates. At Imaginity, we create flexible design systems that use dynamic graphics, bold colors, and athlete or team associations to generate excitement while remaining true to the master brand. Whether it’s soccer, rugby, or American football, our designs capture the intensity of the sport and the passion of the fans.
For Gatorade, we designed a soccer-themed special edition in Mexico, featuring star player Jürgen Damm and legendary teams Chivas and Rayados. Each design reinforced Gatorade’s position as the hydration expert while linking directly to fans’ number-one passion: soccer.
For Guinness, we created the limited-edition can and 6-pack for the Six Nations Rugby Championship. The design merged Guinness’s iconic black and gold with rugby-themed graphics and national accents, capturing both the heritage of Guinness and the energy of one of rugby’s most prestigious events.
And for Pepsi Kick, we designed 32 collectible bottles—one for each NFL team. With vibrant, flashy visuals layered over Pepsi Kick’s signature black, each numbered bottle celebrated the excitement of American football while fueling consumer collectibility and brand affinity.
Sports Passion Driving Consumer Engagement
Consumers embrace brands that reflect their passions—and sports are at the top of that list. Packaging and brand activations tied to sport create immediate relevance by aligning with fan culture, rituals, and excitement.
Our sport-related work shows how special editions, team collaborations, and athlete endorsements can give brands powerful new ways to connect emotionally, generate buzz, and drive incremental sales.
From Shelf Impact to Consumer Connection
In sport-related branding, packaging is often the first fan touchpoint. It must capture attention on shelf while also building an emotional link to the excitement of the game. Beyond packaging design, sport activations extend across retail promotions, digital channels, and everyday rituals, creating cohesive brand experiences that resonate in-store, online, and in fans’ lives.
Packaging as a Growth Driver in Sports Branding
Sports activations are more than seasonal promotions—they’re growth drivers that strengthen brand love and visibility. By designing packaging that is cohesive, adaptable, and aligned with sport fandom, Imaginity helps global brands thrive in competitive markets. From special-edition bottles and cans to collectible multipacks and event activations, our designs go beyond function, creating emotional connections that last long after the final whistle.
From Game-Day Excitement to Lasting Brand Loyalty
Sports are part of consumers’ daily lives and cultural identity. At Imaginity, we create sport-related brand initiatives that make products feel exciting, collectible, and worth choosing again and again.
Our collaborations with Gatorade, Guinness, and Pepsi Kick demonstrate how thoughtful design and activation can transform special editions into memorable brand experiences. By blending sports passion, bold creativity, and strong identity, we help brands stand out, build recognition, and strengthen loyalty across markets.
