FILA ropes in Hailey Bieber as new global brand ambassador

FILA has roped in Hailey Bieber as its new global brand ambassador.

FILA stated that 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.

Bieber said, “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. 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 said it is also releasing a new campaign where Bieber is joined by sponsored tennis player Reilly Opelka, as the company celebrates the 50th Anniversary of its iconic F-Box logo.

The new campaign was shot by Renell Medrano and styled by Hailey and Dani Michele. Bieber 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.

Deepika Deepti, Sr Vice-President – Marketing, Metro Brands, said, “FILA style is reinterpreted every time tastemakers and game changers express their artistry and individualism through our designs. Hailey has been a supporter of the brand and we look forward to continuing our relationship together. Her impact on fashion and culture is undeniable and she brings an effortless and fresh new perspective to the brand.”

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