In celebration of SM’s 60th Anniversary, Fila and Fiorgelato launched its newest partnership for a collaboration held in SM Makati last June 15-July 15 2018.

A FILA pop up store offering 50%-60% OFF on all shoes plus Fiorgelato giving free two scoops of gelato, for every FILA customer who purchases a minimum of single receipt P1,500 worth of FILA products. A FILA x FIORGELATO inspired shoe was also launched, the FILA E Accelerator Gelato. Women’s running shoes with colors that is sure to draw in millennials.

– Left: Cris Albert, Ricardo Cuna
– Right: Cris Albert, Ricardo Cuna, Roxanne Barcelo, Jerald Napoles

Present during the launch was Fiorgelato’s president, Ricardo Cuna, and Fila Philippines’ owner and CEO, Cris Albert and Fila’s sales team. Also in attendance were actress Roxanne Barcelo and actor/comedian Jerald Napoles as two of the newest brand ambassadors of Fila. Antonio Aguirre, Sole Slam’s founder and CEO, who is currently Fila’s Creative Consultant, was present in the event as well.

Fiorgelato CEO Ricardo Cuna showing FILA CEO Cris Albert how to scoop ice cream, which she then tried together with Roxanne Barcelo and Jerald Napoles. Everyone enjoyed free scoops of different gelato flavors.

– Upper left picture: Deo Paolo Villa Randa, Gines Santos, Mark Ainza, Leo Amoranto, Mike Bobadilla, Cris Albert, Ricardo Cuna, Arnold Quizon, Aldrin Bastador
– Upper right: Jerald Napoles, Antonio Aguirre Jr., Roxanne Barcelo
– Lower: Roxanne Barcelo, Cris Albert, Jerald Napoles

“We believe that the colors (of the gelato) available (in the pop up) are specifically for Fila, since both brands originated in Italy.” says Fiorgelato president Ricardo Cuna.

FILA has always been doing unique collaborations to connect with different markets altogether, and having a collaboration with an ice cream company is one of them.

Global sportswear brand FILA was launched in 1994 in the Philippines. Behind the country operations are Butch and Cris Albert. Butch, as chairman of FILA iSport Life, Inc., and Cris, the company’s owner, 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.