Pacifico Beer and Lakai have teamed up to deliver the beer brand’s first footwear and apparel collaboration in a brand licensing deal brokered by The Joester Loria Group.
The collection showcases both brands’ equity in action sports and leans into Pacifico’s Baja California roots. Lakai was founded in 1999 by Rick Howard and Mike Carroll, and continues to innovate skateboard footwear, working with its global team of riders. Hailing from Baja, California, a place that’s rich with a spirit of independence and discovery, Pacifico is brewed for those with an independent spirit. From action sports to outdoor adventure, Pacifico has always encouraged everyone to follow their own path.
The collaboration drops in early August at specialty retailers and Lakai.com. Pacifico x Lakai will consist of eco-conscious footwear and complimentary apparel, a nod to Pacifico’s ongoing commitment to the environment and preserving outdoor adventure.
The launch will be supported with digital marketing campaigns from both brands, influencer outreach, product seeding and the involvement of the Lakai skate community.
The Joester Loria Group is the brand licensing agency for the full Constellation Brands Beer Division portfolio, which includes a range of iconic brands including Pacifico, Corona Extra Corona Light, Modelo Especial, Negra Modelo, Pacifico and Pacifico.