FILA UNVEILS VENTURE INTO YOUTH MARKET WITH EXCLUSIVE COLLABORATIONS

Summer Collection 2018 highlighted at FILA Polo Cup 2018

 

MAKATI CITY (March 18) — Bold, yet classic. Provocative, but sophisticated. These words capture the spirit of FILA’s Summer 2018 Collection unveiled at the 12th FILA Polo Cup on Sunday.

A highlight of the global sports and lifestyle brand’s lineup this year is the much-anticipated collaboration between FILA and the trendy, high-end South Korean youth apparel label, D-Antidote.

“This year is exceptional,” says Cris Albert, president of FILA iSport Life, exclusive distributor of FILA in the Philippines since 1983. “We’ve seen the acceptance of the brand among millennials and Generation Z, and a cross-over of our classic heritage collection with the glamour of street fashion,” she adds.

Among the on-point, gender-fluid combinations styled by Charmaine Palermo and Marta Lovina include an oversized loose-fitting cardigan layered on a shirt with the FILA logo, belted with a hip pack bearing the words “seoulondon”, in reference to the fashion capitals that inspire D’Antidote, and paired with cuffed pants evokes the collaboration’s “Cool Kids on the Block” theme. For women, a semi-long-sleeved crop top bearing the FILA x D-Antidote label and a zip-up track jacket are coupled with a loose and trendy pair of hanging-strap jogger pants.

Summer 2018 line is a nod to FILA’s robust growth in footwear

Noteworthy is the fact that each of outfits on display at the 12th FILA Polo Cup are anchored by FILA’s bestselling footwear styles—from the popular chunky sneaker “Disruptor” to the casually sleek “Xlite”.

“The understated presence of FILA’s footwear is an affirmation of the contribution of the shoe line to the growth in sales of FILA in the Philippines,” says Albert, adding that sales in footwear contribute to 85 percent of its bottomline each year. “Without doubt that FILA’s quintessential shoe line lives up to its mission of aspirational affordability,” she says.

FILA’s popular footwear, available in over 360 stores throughout the Philippines, serve as the literal and figurative foothold of the other themes in the 2018 Summer Collection. The other lines include another ongoing collaboration between FILA and the Manhattan-based sophisticated streetwear brand STAPLE, such as the iconic FILA logo X STAPLE Pigeon t-shirt, and a combo color-block/camo top.

FILA’s lifestyle line in summer 2018 is lush with foliage and tropical motif, the theme that inspired the look, feel, and decor of the 12th FILA Polo Cup. Track jackets and must-have accessories such as bags, artfully carry the tropical look, evoking a sporty summer paradise.

The active lifestyle line for summer 2018, while keeping with FILA’s base black, navy blue, red, and white colors, gets rejuvenated with bright pops of emerald green and vivid pink in its pieces such as its sports bras, sweat-wicking tank tops, and jogging pants that give freedom of movement.

While FILA’s footwear and active lifestyle apparel are widely available, the 2018 FILA X D-Antidote, Fila X staple line and the Heritage collection are exclusive to the Manila Polo Club or via orders placed with FILA Philippines.

 

FILA in the future

Moving FILA’s collections forward will begin with fun pop-up shops and the heightened presence of the most stylist of influencers in art, music, and fashion. The versatility of buying FILA from our online stores will be key to meeting the demands from netizens—whether they are fashionistas, weekend warriors, hardcore athletes, or Gen Z youth who want to express themselves.

“The pinnacle of the year is expansion. FILA apparel and accessories will set a new benchmark of cool in European fashion,” says Albert. From its stylish, practical footwear to its active lifestyle and sophisticated casual apparel, FILA is driven by evolution and innovation at the heart of its most successful designs.

You can be Gen Z, millennial, or Generation X, you can be an athlete or a weekend warrior; but when you don FILA apparel and lace up its footwear, FILA is there to show you that classic doesn’t have to mean conservative; and that timeless designs can still be contemporary. For FILA’s Summer Collection 2018 at the 12th FILA Polo Cup, it’s about standing out in effortless style without sacrificing performance.

Global sportswear brand FILA was launched in 1994 in the Philippines. Behind the country operations are Butch and Maricris Albert. Butch, as chairman of FILA iSport Life, Inc., and Cris, the company’s president, pursue the growth of FILA in the Philippine market retaining focus the brand’s contemporary and classic style in activewear, while adapting to evolving trends that complement its ethos of aspirational affordability. FILA was founded by the Fila brothers in the northern Italian city of Biella in 1911. Since 2007, it is now operated and run out of South Korea.