A limited edition sweatshirt that features “cut-out” areas that hide patches and promotional codes linked to the McDonald’s app. That is the result of the anticipated collaboration between the hamburger chain and the clothing brand Eme Studios, which transfers the universe of the restaurant company to the territory of urban fashion.

The garment, of which 2,600 numbered units have been created, has been designed jointly by both brands and in collaboration with the creative agency TBWASpain. As McDonald’s explains in a statement, beyond the aesthetic value, the garment introduces an innovative dynamic by incorporating discounts linked to MyMcDonald’s, and allowing “each user reveal their preferences and turn the hoodie into a unique self-expression channel”.

Each sweatshirt patch includes a coupon for a free McDonald’s product, redeemable through the app. To do this, users must unsew the patches and enter the code that they will find on the back of the patch on the platform. The product will automatically be loaded into your app offer pool. Discounts are single use and valid until June 30, 2026.
Thus, users will be able to personalize the garment by cutting out some areas to make the embroidered patches visible directly on the sweatshirt, customizing it in their own way.

The intention of the garment, says the company, is to transfer the brand’s experience in restaurants to the street, and it also aligns with its desire to participate in the cultural codes of the new generations, and to explore spaces to integrate in creative ways into the conversation of its target. Thus, the collaboration has been designed to generate engagement and connect with young people through cultural and aesthetic codes.

“Our ambition is to be where our audience is, speak their same language and be part of what really interests them. “This collaboration with Eme Studios marks another step in our cultural innovation strategy.”commented Pedro de León, Brand Specialist at McDonald’s Spain, in the statement. “We do not only seek to offer an experience in our restaurants, but to connect with young people through what they are passionate about, such as streetwear, and demonstrate that McDonald’s is a current brand that is close to its community.”.

A campaign to generate expectation

Both McDonald’s and Eme Studios have sought to create excitement around the launch and, in recent days, they have activated a marketing and communication strategy that has included various actions. The first of them was the deployment of a tarp in the center of Madrid, in which only the logos of both brands could be seen on a black background, and a sign inviting people to download the MyMcDonald’s application to receive more information.

In addition, a series of audiovisual pieces have been created, produced by Plaza by Little Spain, which have sought to convey the aesthetics of the collaboration between McDonald’s and Eme Studios. Thus, over the last few days a video has been seen in which a chain worker cleaned the windows of the restaurant located on Gran Vía and once again revealed the alliance between the brands.

In a second piece some details of the collaboration were revealed. As if it were the production of a hamburger in a McDonald’s restaurant, from ordering to packaging, you could see how different professionals shaped the patches and the garment itself, which is delivered in a cardboard box similar to the ones that protect the hamburgers.

In another piece, three young people, who seem to be part of the garment’s design team, observe the advertising banner displayed for the initiative. One of them also checks the McDonald’s app for more information about the collaboration.

Promote the loyalty program

The objective of the campaign is to invite people to download the application and, therefore, promote McDonald’s loyalty program. According to the company in a statement, as a result, MyMcDonald’s has registered records of downloads and activity, even before, they say, it was revealed that the collaboration was a sweatshirt.

The truth is that the application is a key piece in the strategy. The different activations of the campaign have invited viewers to a special action that will take place on March 21 and 22 at the Eme Studios store in Madrid. The space, as announced by McDonald’s, will be transformed into a particular version of a chain restaurant for the launch of the available units.

To access the store, users must redeem 100 points through the application, or purchase a 55 euro voucher that includes the sweatshirt and several of the chain’s most emblematic menus. In any case, as the company explains, it will be essential to have downloaded the digital pass to enjoy the experience.

However, although the physical launch takes place in Madrid, McDonald’s ensures that the collaboration will reach all of Spain through the application. Through a publication on Instagram, he has indicated that the application will allow access to the raffle for one of the sweatshirts or to exclusive discounts in the Eme Studios online store and special offers in the McDonald’s application.
These discounts will be sent by email the week after the event.

The initiative, the chain explains, reaffirms its intention to be close to its customers, and integrate trends and experiences. “This collaboration is not an isolated event, but the reflection of a brand that evolves at the pace of society.“, commented Alvaro Miguel, Marketing Director of McDonald’s Spain. “With Eme Studios, we elevate our purpose of generating moments of enjoyment, taking the essence of McDonald’s beyond the purely gastronomic to turn it into an icon of today’s lifestyle.”.