Food meets feet as quick service restaurant giant Burger King (BK) and apparel brand FILA have formed a collab to produce a campaign that promotes its new range of sneakers, caps and more.
The partnership has produced the FX-33 sneakers and other items, which, according to the accompanying ad, have been forged in fire to combine the flame-grilled promise of the BK brand within the FILA design of the fashion collection.
Created by David São Paulo, the campaign film titled “Born Out of Fire” sees someone in a fire protection suit walk towards a Whopper before using a flame thrower upon the food, only to reveal a co-branded basketball shoe once the flames subside.
The collection also includes a cap, bucket hat, socks and a shoulder bag with a personalized logo inspired by Burger King’s “flame-grilled” meat.
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