The Fire-Infused Fusion: FILA and Burger King®'s Unique Collaboration

Nov. 15, 2023

FILA and Burger King® unveil an unprecedented collaboration inspired by urban lifestyle, a shared characteristic of both brands. At the heart of the collection's creation lies the element of fire, which, just like it changed the world's history, revolutionized the global fast-food industry: when BK was born, it introduced its most significant competitive advantage with the unique flavor of flame-grilled, adding even more taste to its sandwiches. This collab is a milestone, marking FILA's debut in the fast-food universe and Burger King's® first venture into fashion.

BK's debut on the runways comes through the "Flame-Grilled" concept in an unprecedented collaboration in the brand's history in Brazil. It features pieces that 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. The star of the collab is the FX-33 sneaker. Inspired by basketball shoes, this model boasts a structured upper crafted from premium microfiber with material overlays and stitched details for authenticity.

With a mid-cut silhouette, this newcomer presents a mix of colors derived from Burger King®'s traditional palette (orange and brown) and FILA's classic off-white. Another standout feature is the tag on the shoelace, enhancing the originality with crackled leather details and a texture that mimics the fast-food chain's grill. Additionally, the sneaker comes with a removable flag that allows for model customization. The collection also includes a cap, bucket hat, socks, and a shoulder bag (with personalized logo) inspired by Burger King®'s famous "flame-grilled" meat.

Adriana Magalhães David, Head of Marketing at FILA Brazil commented:

"We are excited about the launch of the FILA x Burger King® collab, and I believe it is one of the most remarkable collaborations of recent times. We managed to creatively and originally unite two iconic brands and develop exclusive products that combine characteristic elements of two great stories."

 

The campaign “The Collab Born from Fire” was created by the DAVID São Paulo and revolves around the concept of fire, telling a narrative in which a character seeks to transform Burger King®'s iconic Whopper into an exclusive collection through new experiments. After extensive research involving exposing the sandwich to extremely high temperatures, the result is astonishing: the creation of the FX-33 sneaker.

Known for their collaborations related to the world of entertainment, such as partnerships with Barbie, Stranger Things, and Netflix, for example, Burger King® in Brazil is participating for the first time in a collaboration with a fashion brand, incorporating the fire element, so present in its sandwiches, so that customers of both brands can live - and wear - this experience.

Juliana Cury, Vice President of Marketing and Sales at ZAMP, the master franchisee of the Burger King® and Popeyes® brands in Brazil said:

"We managed to translate BK's fire in a fun and stylish way into every detail of the collection we developed together with FILA. 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 even more."