Dive Brief : 

• Ronald McDonald showed off his sky-diving skills from Dubai in a video on his Instagram feed this week. 
• The McDonald's mascot's dare devil tactics are part of a global campaign to appeal to audiences beyond children. 
• Ronald is also sporting a new look these days -- cropped yellow pants and a red blazer. 

Dive Insight:

McDonald's profits have been in trouble for a while. The chain announced earlier this week that it will, among other things, trim its menu. Now it appears that giving Ronald McDonald a makeover is also in the cards. Skydiving in Dubai is definitely edgy—something that the chain is likely going for.