São Paulo, November 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.
“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,” comments Adriana Magalhães David, Head of Marketing at FILA Brazil.
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.
“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,” says Juliana Cury, Vice President of Marketing and Sales at ZAMP, the master franchisee of the Burger King® and Popeyes® brands in Brazil.
The FILA x Burger King® collab is available for sale on fila.com.br and in stores in Brazil.
Agency: DAVID São Paulo
Campanha: The Collab Born from Fire
Client: Burger King Brazil
Partner and Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
DC: Fabrício Pretto, Rogério Chaves
Criative Team: Renato Simon, João Cunico, João Siqueira, Letícia Ventura
Account: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara
Producer: Fernanda Peixoto, Ariama Pereira, Ana Marques, Letícia Brito
Editor: Silvio Figueira, Victor Folha
Plannning: Carolina Silva, Daniela Altenfelder, Barbara Pires
Media: Marcia Mendonça, Karina Takara, Jefferson Souza, Brenda Cunha, Yuri Bohn, Fabiana Rentes
Innovation and Tech: Toni Ferreira
Social Media: Maike Maio, Marcelo Reis, Ully Correa, Bruno Portela
Data Intelligence: Ana Veiga, Bruno Moura
Global PR Director: Sandra Azedo
BK Approval: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi, Juliana Monteiro
Fila Approval: Adriana David, Bruno Mourão, Leonardo Stern, Andre Alegre, Raphael Fernandes
Production Company: ICONOCLAST
Director: Ed Raw
Sound Production: HEFTY