FILA announced today that it has signed BTS as global brand ambassadors. BTS, a truly global phenomenon and record-breaking artists, will be the new faces of the iconic sportstyle brand.
As part of the contract, BTS will wear FILA not only in South Korea, but also in markets including the Americas, Europe and Asia. FILA is planning to enhance and solidify its brand image through the active communication of “One World, One FILA.”
As FILA’s new global brand ambassadors, BTS will appear in an ad campaign set to release early next year, and showcase their new FILA looks to a worldwide audience. Throughout the partnership, FILA will actively engage consumers and BTS fans in a variety of ways, combining its unique brand identity and BTS’s iconic personality.
“BTS’s passion, positivity and their genuine communication with fans are qualities that align with FILA. Their energetic and unique personalities also make them an optimal fit as brand ambassadors,” stated a spokesperson at FILA. “We look forward to creating a meaningful synergy between two global brands.”
A spokesperson at FILA continued: “We are extremely thrilled to welcome BTS as FILA brand ambassadors. With their global appeal, the group has inspired and impacted the world and we are very grateful for the massive amount of interest and support we’ve received. BTS has an incredibly loyal fan base and we will be devoted to communicating with that audience in a very special way.”
FILA is a sportstyle brand born in Biella, Italy in 1911. FILA Korea acquired global brand business rights and now serves as the global headquarters of the brand, operating in more than 70 countries around the world.