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Hailey Bieber appointed as the global brand ambassador of Fila

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FILA, a South Korean athleisure giant, has selected American model Hailey Bieber as its global brand ambassador. Bieber graced her inaugural ad campaign in the autumn of 2022. Her unique athletic creations debut is slated for the fall/winter of 2024, courtesy of this exciting multi-year collaboration.

Hailey Bieber as the new Global Brand Ambassador of Fila

Source: FILA Global (@fila_global)

FILA, the renowned South Korean athleisure company, has made a significant announcement by naming American model Hailey Bieber as its latest global brand ambassador. This partnership signifies a strategic move for FILA to further enhance its brand presence and appeal to a global audience.

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As part of this multi-year collaboration, Hailey Bieber will be actively involved in designing exclusive sportswear collections for FILA. These collections are expected to showcase her distinctive style and fashion sensibilities. The first release from this exciting partnership is scheduled for Fall/Winter 2024, generating considerable anticipation among fashion enthusiasts and sportswear aficionados.

To mark this momentous occasion and add more excitement to the brand’s image, FILA has launched a new campaign featuring Hailey Bieber alongside sponsored tennis player Reilly Opelka. This campaign holds special significance as it coincides with the 50th Anniversary of FILA’s iconic F-Box logo, a symbol of the brand’s enduring legacy and commitment to quality.

The campaign was brought to life by the talented photographer Renell Medrano and was styled by Hailey herself in collaboration with Dani Michele. It showcases a wide range of styles from the F-Box Anniversary Collection, which is set to become a cornerstone of FILA’s new global assortment of women’s and men’s apparel.

With Hailey Bieber’s charisma and fashion-forward vision, this partnership promises to be a mutually beneficial one, blending FILA’s rich heritage with contemporary style and innovation. Fashion enthusiasts and sports enthusiasts alike can eagerly await the upcoming sportswear releases and campaigns that will define this exciting collaboration.

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What do experts have to say about this partnership?

Hailey Bieber

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.”

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.”


In conclusion, the announcement of Hailey Bieber as the global brand ambassador for FILA marks an exciting chapter in the world of athleisure and fashion. This partnership not only brings together the star power of Hailey Bieber but also underscores FILA’s commitment to staying at the forefront of the industry.

As we anticipate the release of Bieber’s unique sportswear collections in Fall/Winter 2024, it’s clear that this collaboration will be a game-changer in the world of sportswear fashion. The 50th Anniversary celebration of FILA’s iconic F-Box logo adds an extra layer of significance to this venture, as it commemorates the brand’s enduring legacy and innovation.

With a stunning campaign shot by Renell Medrano and styled by Hailey herself, the F-Box Anniversary Collection promises to offer a fresh and stylish take on classic sportswear.

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