As yet another indicator of how musicians can outrank athletes in terms of marketing deals, FILA has inked an agreement with South Korean boy band BTS as global brand ambassadors.
The seven-member record-breaking brand are the new faces of the athletic lifestyle brand. Under the agreement, BTS will wear Fila apparel and footwear in South Korea, as well as in areas of the Americas, Europe and other parts of Asia. The brand message that Fila wants BTS to amplify is “One World, One Fila.”
Such all-are-welcome marketing is gaining ground with global brands that are striving to relay diversity, environmentalism and inclusivity to hyper-aware consumers. As Fila’s new global brand ambassadors, BTS will headline an ad campaign that will make its debut early next year, and they will also reveal their preferred Fila attire and kicks to international fans. A Fila spokeswoman declined to comment Tuesday on the company’s investment in the deal.
Both teams are working on the details of developing products together, she said.
Despite ongoing world trade issues, economic instability and numerous political hot spots around the globe, Fila is committed to building worldwide growth with a foothold in Asia. FILA Korea acquired global brand business rights in 2007 and now
The seven-member record-breaking brand are the new faces of the athletic lifestyle brand. Under the agreement, BTS will wear Fila apparel and footwear in South Korea, as well as in areas of the Americas, Europe and other parts of Asia. The brand message that Fila wants BTS to amplify is “One World, One Fila.”
Such all-are-welcome marketing is gaining ground with global brands that are striving to relay diversity, environmentalism and inclusivity to hyper-aware consumers. As Fila’s new global brand ambassadors, BTS will headline an ad campaign that will make its debut early next year, and they will also reveal their preferred Fila attire and kicks to international fans. A Fila spokeswoman declined to comment Tuesday on the company’s investment in the deal.
Both teams are working on the details of developing products together, she said.
Despite ongoing world trade issues, economic instability and numerous political hot spots around the globe, Fila is committed to building worldwide growth with a foothold in Asia. FILA Korea acquired global brand business rights in 2007 and now