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The pandemic is still disrupting young people’s careers 
Burger King and apparel brand FILA have joined forces in a collaboration to produce a captivating campaign showcasing their new range of sneakers, caps, and more. The team effort has resulted in the creation of the FX-33 sneakers and other unique items/
Adweek reported that the FX-33 sneakers come with a unique feature—a removable flag that allows for personalized customization.
In addition to the statement sneakers, the limited-edition collection includes a range of stylish accessories, as per Yahoo. A cap, bucket hat, socks, and a shoulder bag bearing a personalized logo inspired by Burger King's signature "flame-grilled" meat are all part of the lineup. The items proudly highlight the FILA and BK branding on a backdrop of fierce flames.
The Creative Vision
Rogério Chaves, executive creative director at David São Paulo, expressed that the collaboration sought to reinforce Burger King's unique attribute of the "Flaming Grill." The campaign successfully creates a visually captivating narrative around the element of fire, generating conversations and excitement.
The campaign film, titled "Born Out of Fire" and crafted by David São Paulo, features a gripping scene where a person in a fire protection suit approaches a Whopper and employs a flamethrower. As the flames subside, the spectacular reveal unfolds—a co-branded basketball shoe emerges.
Targeting Gen Z Audience
Juliana Cury, VP of marketing and sales for ZAMP, the master franchisee of BK and Popeyes in Brazil, emphasized Burger King's commitment to surprising consumers creatively and connecting with the young audience.
In an event held in São Paulo, the exclusive Burger King and FILA fashion collection was launched, drawing the attention of the press, influencers, and fans of the FILA brand. The partnership aims to captivate the fashion-forward Gen Z audience with its innovative designs and powerful brand storytelling.
Collaborators and Rivals
Burger King's previous brand partnerships in Brazil have included successful tie-ups with iconic brands such as Barbie, Stranger Things, and Netflix. Every collaboration has pushed the boundaries of creativity, capturing the attention of consumers and leaving a lasting impact.
Coincidentally, Burger King's announcement of the collaboration with FILA coincided with rival McDonald's unveiling its own partnership with footwear brand Crocs. This dynamic showcases how both fast-food giants are leveraging strategic collaborations to create excitement and engage consumers in new and unexpected ways.
The limited-edition collection will be available for order exclusively within Brazil through the FILA website, as well as its physical and multi-brand stores.
Photo: Rubaitul Azad/Unsplash
