FILA, the renowned South Korean athleisure brand, has made waves in the fashion world by announcing its latest global brand ambassador, the American model and entrepreneur Hailey Bieber.
This multi-year partnership promises to bring fresh and innovative sportswear collections to fashion enthusiasts. Hailey Bieber will actively collaborate with FILA, lending her unique style and creative vision to design signature collections. The highly-anticipated first drop from this collaboration is scheduled to make its debut in the Fall/Winter 2024 season, promising an exciting fusion of sport and style.
FILA’s 50th-anniversary celebration of its iconic F-box logo takes center stage with this announcement. Introduced in 1973, the logo has become a symbol of FILA’s enduring influence in the world of sport and style. In a newly unveiled campaign, Hailey Bieber is joined by sponsored tennis player Reilly Opelka as they sport the tennis-inspired F-box anniversary collection.
Renowned photographer Renell Medrano captured the essence of this unique campaign, showcasing the dynamic blend of fashion and athleticism that FILA embodies.
Hailey Bieber expressed her excitement and gratitude for this partnership with FILA, a brand renowned for its quality, elegance, and striking designs. She also highlighted her appreciation for FILA’s Italian heritage and its history of fashion eras that continue to inspire.
“I am excited to bring my own point of view to FILA’s iconic styles as we work to create something special together,” said Bieber, emphasizing her commitment to this new role.
About FILA and Its Global Reach
FILA, headquartered in Seoul, South Korea, boasts a rich history that dates back to its founding in 1906. Originally established as an innerwear brand by brothers Ettore and Giansevero Fila, the brand transitioned into sportswear during the 1970s. Today, FILA is a global athleisure brand that retails in over 70 countries worldwide, maintaining its legacy of quality and style.
FILA India: Part of Metro Brands Ltd.
FILA India operates under the umbrella of Metro Brands Ltd., a footwear company with a diverse portfolio of brands. Metro Brands Ltd. is known for its own brands, including Metro, Mochi, Walkway, Da Vinchi, and J. Fontini, in addition to retailing third-party brands such as Crocs, Fitflop, Skechers, Clarks, Puma, and Adidas. As of June 30, 2023, the company operates 766 stores across 182 cities, spanning 31 states and union territories in India.
The partnership between FILA and Hailey Bieber heralds a new era of creativity and style, promising exciting sportswear collections that blend elegance and modernity. As the F-box anniversary collection launches, fashion enthusiasts worldwide can expect to see the iconic FILA logo take center stage in the world of sport and fashion.