McAdidas - the paradox that makes sense
Although it may seem paradoxical, Adidas' collaboration with McDonald's is one of the most successful to date. Here's why
Do you know what's to like about this collaboration? That it makes sense.
Yes, at first glance the combination may seem strange - a sports brand, somehow synonymous with health, along with a fast-food brand, which is exactly the opposite, for the most part.
What's good here? I think I wouldn't be wrong saying that everyone has a guilty pleasure when it comes to food. And I guess McDonald's is top of mind in this regard. Everyone also wants to be healthier. So there are advantages for both parties:
For Adidas's customers, it's a kind of permission to be a fan of a guilty pleasure - McDonald's. It's kind of like saying, "It's okay to sin from time to time."
For McDonald's customers, the message is mirrored: it encourages y ou to take into account how much movement you make, even if you are "too" often at McDo.
In essence, here we see how McDonald's uses Adidas's brand image as a tool for their new brand strategy, to substantiate its transition from a classic fast-food format to a fast-casual that takes into account health.
Image source: www.nicekicks.com/mcdonalds-adidas-hoops-collection-2020-release-date/