Fast-Food Giants Burger King and McDonald's Collaborate with Fila and Crocs for Footwear Collection

Article Brief:

In Brazil, Burger King has partnered with Fila to develop a fashion collection that draws inspiration from its flame-grilled food. The collaboration, titled "The Collab Born from Fire," has been brought to life by David São Paulo, as disclosed by the information shared with Our Website.

McDonald's in Canada has teamed up with Crocs for a special collection of shoes, socks, and Jibbitz charms. These items are inspired by the popular mascots Grimace, Birdie, and the Hamburglar. As part of this collaboration, a donation will be made to Ronald McDonalds House Charities. Burger King and McDonald’s are both utilizing fashion and culture to engage with younger consumers who are not fans of traditional advertising but still open to brand experiences.

Article Insight:

The recent releases from Burger King and McDonald’s in various global markets, strategically aimed at gaining widespread online attention, highlight the continued effectiveness of fashion collaborations in creating lifestyle brands that seamlessly integrate culture and commerce. By combining these marketing tactics, companies can attract Generation Z and millennial consumers who tend to reject traditional advertisements but are open to wearing branded merchandise.

Burger King's initial fashion partnership in Brazil with Fila merges the brand's distinct "flame-grilled" concept with Fila's affiliation to streetwear culture. The collection encompasses the FX-33 sneaker, a cap, a bucket hat, socks, and a shoulder bag, all of which can be purchased on fila.com.br or Fila stores throughout Brazil. To enhance the campaign, agency David São Paulo produced a captivating advertisement, titled "The Collab Born from Fire," which vividly depicts the creation of the clothing line using a flamethrower.

McDonald's, on the other hand, partnered with Crocs, a brand that experienced a revival during the pandemic as consumers, particularly Gen Zers, prioritized comfort. Crocs generated more than $1 billion in revenue in the third quarter.

The team-up is inspired by McDonald's brand characters Birdie, the Hamburglar, and Grimace. Grimace was the star of a McDonald's marketing campaign last summer that focused on nostalgia. The limited-edition collection, available at Crocs.ca, Crocs retail locations, and select wholesale partners, includes Jibbitz charms. Jibbitz are popular charms that allow consumers to customize their Crocs. Alyssa Buetikofer, vice president and chief marketing officer at McDonald's Restaurants of Canada, expressed excitement about the collaboration, stating, "We love how passionate our guests are about their McDonald's orders, and with this Crocs collaboration, they can now boldly express themselves through their footwear."

Both McDonald's and Burger King have previously utilized fashion collaborations, both in physical stores and online platforms, to connect with their customer base. McDonald's caught people's attention last year by transforming their Happy Meals in collaboration with the popular streetwear brand Cactus Plant Flea Market. On the other hand, Taco Bell, a competitor in the quick-service restaurant industry, was ahead of McDonald's when they released their own exclusive Crocs collection in June.