The way to a man’s heart is through his stomach. Fashion is also a way to win the hearts of the young generation. And fast food companies are jumping at the opportunity to connect. Burger King has partnered with FILA in Brazil for a streetwear collection, while McDonald’s has turned to Crocs in Canada for a limited-edition line of shoes, socks, and Jibbitz charms.
At the heart of the Burger King and Fila collection’s creation lies the element of fire. It’s a milestone – marking Fila’s debut in the fast food universe and Burger King’s first venture into fashion. Pieces reflect the innovative spirit, a characteristic of Burger King, and capture Fila’s unique essence, known for its influence in streetwear culture and its multisport legacy.
Juliana Cury, Vice President of Marketing and Sales at ZAMP, the master franchisee of the Burger King and Popeyes brands in Brazil, said they managed to translate BK’s fire in a fun and stylish way. “We want to continue surprising our consumers creatively, taking our brand to the hearts of the young audience. Working with collabs is already a trademark of BK. Still, the products developed with FILA will certainly surprise our customers.”
The centerpiece is an FX-33 sneaker, which drew inspiration from basketball shoes, it features a structured upper crafted from premium microfiber with material overlays and stitched details for authenticity. The sneaker presents a mix of colors derived from Burger King’s traditional palette (orange and brown) and Fila’s classic off-white. The tag on the shoelace is another standout feature. It enhances the originality with crackled leather details and a texture that mimics the fast food chain’s grill.
As for McDonald’s collaboration with Crocs, the limited-edition collection – the new shoes are designed to give consumers a way to live out their unapologetically bold fandom every day. Alyssa Buetikofer, vice president and chief marketing officer at McDonald’s Restaurants of Canada, said that with the Crocs collaboration, they can boldly express themselves through their footwear. “We are so excited to be partnering with Crocs, a brand that truly leads culture, on our first-ever global shoe collab inspired by our beloved McDonaldland characters while supporting Ronald McDonald House Charities.”
Both fast-food giants have jumped into fashion collaborations to engage with consumers.
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