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Fila ropes in Hailey Bieber as global brand ambassador

Leading sport and leisure fashion brand Fila has appointed model and entrepreneur Hailey Bieber as its global brand ambassador, the company announced in a release last week. The model first debuted in a FILA campaign in the fall of 2022 and 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 of 2024.

“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,” Hailey said.

“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,” she added.

According to the release, the brand also released a new campaign on 5th September, in which Hailey was joined by sponsored tennis player Reilly Opelka, as the company celebrated its 50th anniversary of its iconic F-Box logo.

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 F-Box anniversary collection is offering tennis-inspired pieces such as polo shirts, track suits, jackets, and the styles are adorned with a tennis racquet graphic print and classic stripes, primarily in the brand’s signature red, white and navy hues.

“Hailey’s impact on fashion and culture is undeniable and she brings an effortless and fresh new perspective to the brand,” Deepika Deepti, senior vice president – Marketing, Metro Brands Ltd. said.

Founded in Italy in 1911 by two brothers; Ettore and Giansevero Fila, the brand entered India in partnership with Metro Brands Ltd. and it has a long and distinguished history in the world of tennis that includes endorsements of ATP Tour, WTA athletes, tennis tournaments and organizations.

FILA is also a sponsor for many events and an official supplier to Tennis Canada, the Argentine Tennis Association (AAT), Junior Tennis Champions Center, Van der Meer Tennis and John Newcombe Tennis Ranch.

Founded in 1955, Metro Brands Ltd. is an Indian footwear specialty retailer; it opened its first store under the Metro brand in Mumbai and now retails a wide range of branded footwear for men, women, and kids. It also offers a range of handbags, belts, and wallets.

The company has multiple in-house brands, including Metro, Mochi, Walkway, Da Vinchi and J. Fontini, as well as certain third-party brands such as Crocs, Fitflop, Fila, Skechers, Clarks, Puma and Adidas. The Company operates 766 Stores across 182 cities spread across 31 states and union territories in India, as of June 30, 2023.

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