""The collaboration with Hailey Bieber aims to position Fila in the booming athleisure market, leveraging Bieber's celebrity to capture a larger female audience.""
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.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]