Fila took a long look at its classics from the Seventies, Eighties and Nineties before drawing from some of those designs for its exclusive women’s collection for Urban Outfitters.
Beyond the tennis court-friendly striped polo shirt s and athletic jackets there are more unexpected pieces including front-pocket jeans, raglan sweatshirts and snap-front miniskirts. Launching Monday in 94 Urban Outfitters stores and on its e-commerce site, the Fila + UO collection will also feature polo dresses, windbreakers, buckets hats, athletic bags and an update of the 1993 Cage high-top basketball sneaker and athletic bags. Retail prices will range from $28 for hoop earrings to $128 for the Fila + UO “Miss Surtur” Windbreaker.
Each item is stamped with the original 1973 Fila F-Box red, navy and ecru logo. Aimed at Millennials, many of whom weren’t even born when Fila-sponsored Björn Borg lead the rankings, Fila + UO leans on more of a Wes Anderson-inspired aesthetic than an athletic one. The lean and languid models in the new ad campaign look more like fans of Gwyneth Paltrow’s Margot Tenenbaum character than Serena Williams. Shot by Devyn Galindo, the images feature Isabella Peschardt, Kouka Webb, Line Brems, Neelam Gill and Dayna Christison.
Danny Lieberman, senior vice president of apparel at Fila USA, said, “This collection offers Urban Outfitters’ customers an opportunity to experience Fila’s legacy of sporting style. The new Fila product range combines retro elements from our iconic heritage with modern, on-trend touches. The collaboration will appeal to Urban Outfitters’ shoppers looking for vintage-inspired pieces with a fresh update.”
“Urban Outfitters is excited and proud to collaborate with such an iconic brand as Fila, even more so for the chance to reintroduce their classic silhouettes and brand story to UO customers,” said Rachel Albright, Director of Creative Marketing & Content at Urban Outfitters.
This effort is among the marketing strategies that Fila has taken on in recent months. Fila Korea turned to four renowned Korean artists Ki-Suk Cho, Jee-Yae Shin, Jae-Bum Joo, and RD! to rework the Cage. Fila teamed up with jeweler “Mr. Flawless” for the redesign of the T-1 Mid. In addition, the brand tapped Shaun Thompson, better known as Shaun T for the Insanity fitness franchise, and joined forces with Kohl’s to encourage women and men to be more pro-active about healthy habits. Fila also has signed a multiyear endorsement deal with rising tennis player Jamie Loeb. And Fila-sponsored athletes competing in the U.S. Open are wearing, and launching, the brand’s Platinum collection made with Invista Thermocool.