Pepsi MAX is crossing into the world of streetwear fashion and music culture

Building on their global legacy in music and continuing to stay fresh in audiences’ live experiences, Pepsi MAX is collaborating with A Jewellers, reimagining a concert wristband into an elevated piece of art that lives beyond festival season.  

Contemporary jewellery house, A Jewellers, is the undisputed home of exclusive watches and modern jewellery design, based in the heart of London’s jewellery district, Hatton Garden; their work has been worn by the likes of Central Cee and AJ Tracey, some of the UK’s biggest music icons. As part of their collaboration with Pepsi MAX, A Jewellers have crafted ten exclusive pieces to the public. 

Crafted in silver, the wristband features a linked circular structure, anchored by a sleek plaque bearing “Pepsi” in zircon-set lettering. A balance of contemporary design, elevated craftsmanship and industrial detailing, the piece revamps the disposable access into a statement to keep, turning a token of entry into wearable design to outlast the summer of unforgettable Pepsi MAX music experiences across the UK. 

The collaboration is a celebration of the Pepsi Stage Pass initiative – ensuring the artists and experiences that are shaping culture right now continue to be accessible to fans nationwide and keeping the magic of music alive. 

Beyond the ten silver wristbands, the campaign is giving 50 music fans an exclusive all-access pass to experience the UK’s most legendary venues and festivals for completely FREE throughout 2026.  Fans hoping to secure one of the limited-edition collectible wristbands are encouraged to follow @PepsiUK on social media for further announcements. Music fans keen to get their hands on a Pepsi Stage Pass simply need to scan the QR code found on participating Pepsi MAX bottles and cans, where they will be directed to the official campaign portal. After registering, entrants will instantly discover whether they have won a music-themed prize and will automatically be entered into the Pepsi Stage Pass draw. 

A summer programme built to bring fans closer to the artists. Amplifying the energy around the artists, scenes and moments driving culture forward, and moving beyond into a summer of music and jewellery.