In 2018, as part of its official partnership with the UEFA Champions League, Pepsi launched the campaign “Love It. Live It. Football.” using the Sofia Pro typeface family as its primary typographic element. This worldwide campaign featured iconic players such as Lionel Messi, Marcelo, Toni Kroos, Carli Lloyd, and Dele Alli. The slogan “LOVE IT, LIVE IT” appeared in all-caps Sofia Pro Black, giving the brand a bold and cohesive visual presence.
Pepsi rolled out this typographic identity across all visual materials, including packaging, limited-edition cans, and a commercial aired in multiple countries. The ad showed the players taking part in an impromptu street match using paint-filled blue balls, symbolizing the energy and passion of football.
To enhance the visual impact, black-and-white portraits of the players were shot by photographer Danny Clinch and then transformed into unique artworks by local artists from the players’ home countries.
The logo for the UEFA Champions League Final in Kiev (not part of Pepsi’s campaign) is based on Oksana Text.