US' Tafi partners with Coca-Cola to release digital apparel collection

Tafi and Coca-Cola previously partnered on a Samsung AR Emoji apparel collection based on Coca-Cola's 1971 Hilltop ad. The AR apparel showed Coca-Cola's 1971 Unity Collection, which was created to celebrate the commercial's timeless themes of harmony and peace. In 2021, they also launched Coca-Cola's first NFT together, known as the Friendship Loot Box, to benefit long time Coca-Cola partner, Special Olympics.

"Coca-Cola is a cultural icon that continues to delight its fans with digital apparel inspired by their exciting product innovations," Morgan Milovich, partnership manager of Tafi, said in a statement. "This collection melds our visions for what interacting with fans in the virtual world can mean. It allows us to deliver fresh, unique digital expressions in the Samsung AR environment."

"Coca-Cola is on the cutting edge of branding and digital identity, and this Coke Creations collection is an exciting next step in bringing our brand into the virtual space," said Karen Schohan, senior licensing manager at Coca-Cola. "These beautiful products will also appeal to a wide audience, letting space enthusiasts embody characters they dream to be in style. We can't wait to see their avatars in this new Coca-Cola gear."

Since October 2020, Tafi has worked with Samsung to bring custom avatars, outfits, and accessories to Samsung mobile device users.

The new digital collection is now available for Samsung AR Emoji users.

Fibre2Fashion News Desk (KD)