In a ground-breaking announcement that has sent ripples of excitement throughout the fashion and sports worlds, Hailey Bieber has been named the global brand ambassador for FILA, one of the most iconic sportswear brands in the world. The partnership with the renowned model, socialite, and fashion influencer marks a significant move for FILA, signifying their commitment to embracing modern culture and a new era of style. Hailey Bieber, known for her impeccable fashion sense and innate ability to set trends, brings her unique blend of sophistication and contemporary flair to FILA. As the face of the brand, she will play a pivotal role in spearheading FILA's new campaign alongside tennis sensation Reilly Opelka. With this new multi-year partnership, Bieber will collaborate with FILA to design signature sportswear collections, with the first drop slated to launch in Fall/Winter 2024.
FILA ropes in Hailey Bieber as global brand ambassador
“I am grateful to expand my role with FILA, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” says Hailey Bieber. “I appreciate the brand's Italian heritage and the eras of FILA fashion where I can continue to draw inspiration. I am excited to bring my own point of view to FILA's iconic styles, as we work to create something special together.”
FILA is also releasing a new campaign where Hailey is joined by sponsored tennis player Reilly Opelka, as the company celebrates the 50th Anniversary of its iconic F-Box logo. Introduced in 1973, when FILA first brought color to the tennis court, the logo is a symbol of FILA’s influence in sport and style and the legendary individuals who have represented the brand. As an athlete who pursues his passions in art and fashion off the court, Reilly transcends the game and embodies the brand’s spirit of boldness and creativity.
The new campaign was shot by Renell Medrano and styled by Hailey and Dani Michele. Hailey is seen in a range of styles from the F-Box Anniversary Collection, the brand’s new global assortment of women’s and men’s apparel. The imagery spotlights the versatility of the updated fashions, with designs to take wearers from court-to-street. The tennis-inspired pieces such as polo shirts, track suits, jackets, and crewnecks blend archival elements with a contemporary update. Select styles are adorned with a tennis racquet graphic print and classic stripes, primarily in the brand’s signature red, white and navy hues. Reilly is also featured in the new campaign, wearing a range of men’s matching sets.
The announcement of Hailey Bieber as FILA's global brand ambassador comes as the brand continues to make strides in the world of sportswear and fashion. FILA has a rich history, dating back to 1911, and has consistently pushed the boundaries of design and innovation. This partnership with Hailey Bieber and Reilly Opelka is a testament to FILA's commitment to embracing the future while celebrating its heritage.
As we eagerly await the launch of FILA's new campaign featuring Hailey Bieber and Reilly Opelka, it's clear that this collaboration is set to redefine the intersection of fashion and sports. The world will be watching as two dynamic individuals, each at the top of their respective fields, come together to represent FILA in a truly iconic way. Get ready to witness the fusion of style and athleticism like never before, as FILA sets the stage for a new era of fashion and sportswear.
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