“McAdidas” — the paradox that makes sense
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/.
Originally published at https://tarnovski.com.
