Hails & Fails – August 29th 2025
From smashing social to clever collabs, this week delivered a mix of creativity and controversy in PR. Everton proved football clubs can have a sense of humour, ASICS put inclusivity at the heart of sport, and Lacoste showed how a simple swap can create a big impact. But while others were scoring wins, Ryanair made headlines for the wrong reasons.
HAILS
Everton x Pepsi
Everton scored a winner this week by announcing Pepsi Max as its new stadium partner – with a cheeky TikTok launch that instantly tapped into Scouse culture. Leaning on one of Liverpool’s most famous phrases – “chicken and a can of Coke” – Pepsi poked fun at its biggest rival Coca-Cola in a way that was self-aware, localised and just the right amount of naughty. A clever play on words that shows how sponsorships can feel authentic when rooted in culture.
ASICS reimagines the PE kit
ASICS is tackling one of the biggest reasons girls drop out of sport: uncomfortable school PE kits. The brand has reimagined the traditional uniform, creating clothing that prioritise comfort, inclusivity and choice. It’s a smart, socially driven campaign that shows the power of listening to young people – and creating real-world solutions that remove barriers to participation.
Lacoste earns GOAT status
Sometimes the simplest ideas are the strongest. To celebrate Novak Djokovic’s appearance at the US Open this week, Lacoste temporarily traded its iconic crocodile logo for a goat, cementing his status as the sport’s greatest of all-time. The subtle design tweak is a masterclass in brand ambassadorship done right – playful, memorable and tailor-made for fans who love the brand.
FAIL
Ryanair’s baggage bonus backlash
Ryanair has found itself under fire after announcing that staff will receive increased bonuses for spotting oversized bags at boarding. While technically an incentive, the public have percieved it as the airline squeezing passengers even further – and it’s hard to disagree. In an era when customer goodwill is already fragile, the move feels stingy and tone-deaf, overshadowing the operational logic with negative PR fallout.
