Burger King, the iconic fast-food chain worldwide, is launching sneakers inspired by its flagship product, the Whopper. The shoe was unveiled on Friday, February 23 with a large-scale installation in Darsena, Milan. But what happened during the launch, and what are the features of these sneakers?

The sneaker

The shoe blends the textures of the Whopper with the current silhouette of the sneaker, combining colors and elements traditionally associated with Burger King. It has everything: from the iconic slogan “Have It Your Way” to the colors and the crown positioned on the laces, along with the side stripes designed to evoke all the nuances of sauces and ingredients. Additionally, the decision to create this shoe as the brand’s first merchandise product aims to reach everyone, not just sneaker enthusiasts, who were called to gather for the launch event.

The launch event

The launch event was a unique experience, divided into multiple phases: first, the presentation of Burger King sneakers in Darsena, accompanied by a special DJ set and a large-scale installation with an exact replica of the shoes. Then the launch of two promotional initiatives: from February 23 to 25, the Whopper medium menu is on promotion. Furthermore, from 23/02 to 13/03, with a minimum spend of €10 on Burger King products through the loyalty program “BE THE KING,” it will be possible to participate in the contest to win one of the 50 shoes available in advance. The Edicola Radetzy – also in Darsena – and the Burger King at Viale Tibaldi, 11, have also dressed up for the occasion. Subsequently, the sneakers found their space inside the store in two display cases designed for the shoe, the first step of the fast-food brand into the world of merchandising. The launch of the sneakers was conceived by Content+, the content unit of Mindshare, and Madhouse, which oversaw the event production and the creative proposal for the shoe.