Opinions, News & Reviews by Andrei Tarnovski

"McAdidas" - the paradox that makes sense

McDonald’s x adidas Hoops Collection collab - How McDonald’s implements its brand strategy using collaboration with Adidas
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 indulge yourself with a guilty pleasure - McDonald's. It's suggesting "It's okay to sin from time to time."
  • For McDonald's customers, the message is mirrored: it encourages you to pay attention to your health, even if you are "too" often at McDo.

Essentially, what we see here is 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.

McDonald’s x adidas Hoops Collection collab - How McDonald’s implements its brand strategy using collaboration with Adidas
McDonald’s x adidas Hoops Collection collab - How McDonald’s implements its brand strategy using collaboration with Adidas
McDonald’s x adidas Hoops Collection collab - How McDonald’s implements its brand strategy using collaboration with Adidas
McDonald’s x adidas Hoops Collection collab - How McDonald’s implements its brand strategy using collaboration with Adidas
Image source: www.nicekicks.com/mcdonalds-adidas-hoops-collection-2020-release-date/