Coca-Cola Zero Sugar x Highsnobiety Enter the Ritual
Here in Europe, this summer is about one thing and one thing only: football. It’s the biggest party of the year and Germany is stepping up to celebrate the game that brings everyone together. As fans from across the continent descend on Berlin, Coca-Cola Zero Sugar and Highsnobiety are teaming up to explore the beautiful game through the lens of creativity, style, and identity, all while celebrating football’s intersections with local artistry and global trends.
During the fanfare, Coca-Cola Zero Sugar and Highsnobiety will showcase football as the cultural force that unites us all. One of the most important elements to any football player and fan alike is their strict adherence to personal rituals. The pre-game ritual is deeply personal if not quasi-religious, and will be center stage for a brand new capsule collection between Coca-Cola Zero Sugar and Highsnobiety that taps into the concept of lucky charms.
The capsule will elevate football apparel and reimagine classic silhouettes through a contemporary fashion lens, referencing the sport’s rich graphic heritage and infusing it with fresh, stylish elements. The collection embraces the quirky side of football culture, where everyone has their own lucky charm, each rooted in endearing superstitions that represent unique cultural nuances.
The collection incorporates lucky charm symbolism as a second visual layer, with illustrations of four-leaf clovers, lucky sevens, and horseshoes brought to life through all-over prints and embroidery details. While the capsule is unmistakably football-coded through its silhouettes, typography, and emblems, the inclusion of lucky charms offers a fresh, unexpected perspective, making the collection truly special. This initiative creates a space where rituals big and small, whether performed by players or fired-up fans, are celebrated and highlighted throughout a summer filled with football.
With the Highsnobiety flagship store strategically positioned at the center of Berlin's football nerve center, this collaboration embodies the philosophy of thinking locally while acting globally. By merging Coca-Cola Zero Sugar’s iconic brand with Highsnobiety’s contemporary cultural approach, the project will offer fans a unique experience that captures football’s universal appeal.
Shop the collection when it drops on the Highsnobiety Shop.
