[Photo by Big Hit Entertainment]
K-pop superstar BTS has become the new face of sportwear brand Fila.
Fila Korea announced Tuesday that the seven-member boyband will work together as its new global brand ambassador. Their collaboration will start with a new ad campaign early next year.
BTS and Fila share the common grounds in efforts to bring positive changes in the world, said the company. The sportwear maker anticipates BTS will help further strengthen its brand power across the world under ‘One World, One Fila’ campaign.
Fila is a sporting goods brand born in a small Italian town of Biella in 1911. In 2007, the company and its international network were sold to Fila Korea, a local operation that owned license to sell Fila products in Korea. It currently runs business over 70 countries across the world.
The sportwear brand has been moving aggressively to win more interests from young consumers by working with various global partners, ranging from mega-hit game PlayerUnkown’s Battlegrounds to world-renowned designers like Gosha Rubchinsky and Jason Wu.
By Park Chang-young and Cho Jeehyun
[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]