By Amy Houston, Senior Reporter

November 17, 2023 | 2 min read

The pairing is built on the ‘flame-grilled’ concept synonymous with the burger chain.

Burger King has teamed up with athleisure wear brand Fila on a tasty new range of footwear.

To tout the collaboration, ad agency David has created a hot spot that adopts the style of a science experiment. At the heart of the ad, viewers see a burger in the middle of a stark white room. A person walks in in a hazmat suit, equipped with a flame gun.

As they pull the trigger, fire engulfs the burger to reveal the real star of the show, the FX-33 sneaker.

“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,” commented Adriana Magalhães David, head of marketing at Fila Brazil. “We managed to creatively and originally unite two iconic brands and develop exclusive products that combine characteristic elements of two great stories.”

The shoe is available to buy online and in-store in Brazil.

“We managed to translate BK’s fire in a fun and stylish way into every detail of the collection we developed together with Fila,” added Juliana Cury, vice-president of marketing and sales at Zamp, the master franchisee of the Burger King and Popeyes brands in Brazil.

“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.”

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