Fila is launching a 13-piece spring/summer 2025 collection in collaboration with Hailey Bieber, focusing on athleisure staples like baby tees, sweatpants, and oversized pullovers. Following a tough year that included layoffs, Fila aims to reclaim market share in the female athleisure market, which has seen growth from brands like Lululemon. The shift to celebrity partnerships marks a strategic pivot for Fila, aligning with trends in the athletic wear industry that favor lifestyle influencers over traditional performance athletes.
"The collaboration with Hailey Bieber aims to position Fila in the booming athleisure market, leveraging Bieber's celebrity to capture a larger female audience."
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