The big market players Adidas, the second-largest sportswear manufacturer and McDonald’s, world’s largest fast-food company, has come up with a collaboration to offer a new experience to the basketball game called “sauce pack”. They have launched a sauce pack collection of shoes in three models of sneakers in India, called Harden Vol.4, Dame 6, and TMAC1. Each of the models has added the flavors of sauces served at McDonald’s.
The TMAC1 model attributes to Big Mac sauce. It comes with a metallic gold upper and with a red element on the outsole. The purple and orange color of the hardened model matches the chili sauce packaging. Dame6 model acts as a signature sneaker for Damian Lillard. This model reminds the sweet & sour packaging of McDonald’s. It spots the Damian Lillard’s playing style. The renowned basketball players James Harden, Lillard, and Tracy McGrady have catered their flavors to the game and have also worked in the sneaker line collaboration with Adidas. The sauce pack collection will be available in the Adidas online stores and some selected retail stores at a price of Rs.10,999, Rs.12,999, and Rs.13,999.
In the past, Adidas has also collaborated with an FMCG company called Coco-Cola to put out Climacool shoes. In 2019, Coco-Cola has collaborated with the renowned company Bata to launch a line fizzy, beverage themed shoes. The shoes carry the signature of Coco-Cola and white branding. KFC with Indian apparel start-up The Souled store collaborated to launch a line of T-shirts, phone cases, and other branded products.
In the ongoing global pandemic, COVID-19 has added a new attribute to the apparel collections in India. Budweiser in collaboration with fashion and lifestyle has introduced a new apparel collection in India called Budweiser Streetwear Co. It includes T-shirts, sweatshirts, tops, tracks pants and masks as well.
It is seen that masks are one of the most essential items during this global pandemic and stepping out without wearing masks could cause fine in certain cities in India. The World Health Organization (WHO) has also said that wearing a mask is very important to curb the spread of the coronavirus.