Fila Collaborates with Itaewon Hotspots for Unique Collaboration

[Asia Economy Reporter Yujin Cho] FILA announced on the 20th the launch of the 2020 'Ground Project,' a unique collaboration that allows people to enjoy the atmosphere and culture of distinctive local spaces.

The FILA Ground Project is a project that communicates with consumers through collaborations that combine FILA's heritage with selected spaces that have unique local characteristics. It was planned with the goal of developing exclusive items unique to each location by bringing together the brand, place, and space, embedding the unique sensibility and culture of the place into the items, and thereby contributing to the revitalization of the local commercial district.

The partner area for the 2020 FILA Ground Project is Itaewon, Seoul, where FILA collaborates with two well-known Itaewon spots widely loved for their distinctive identities.

First, FILA teamed up with 'Supermakse,' a well-known complex cultural space in Itaewon, to release graphic designs combining the space's symbols such as basketball and popular menu items like donuts, gelato, and cobb salad with the FILA logo. These graphics were applied to short-sleeve T-shirts, caps, and polyester eco-bags. FILA Kids also introduced T-shirts and hats for children, enabling the creation of unique family looks full of personality.

Supermakse is known as an Instagram hotspot with its colorful and unique interior centered on primary colors like red, yellow, and green, and it enjoys great popularity among the younger generation.

'Maison de Bougie,' a first-generation domestic candle brand popular in Itaewon, also partnered in the 2020 FILA Ground Project. Maison de Bougie develops distinctive scents inspired by travel destinations and offers perfumes, diffusers, and candles.

Through this Ground Project, a unique scent matching FILA's signature colors?white, red, and navy?was developed and named Blanc, Rouge, and Marine, respectively. These three scents were produced as paper perfumes and released in short-sleeve T-shirts embroidered with the FILA and Maison de Bougie logos, each containing a different scent.

The collaboration items from Supermakse and Maison de Bougie born from the FILA 2020 Ground Project are available at 134 FILA stores nationwide, including the Itaewon megastore, and on the FILA online store. Supermakse Kids items are sold at 29 FILA Kids stores nationwide. Some FILA and FILA Kids Ground Project items can also be purchased at Supermakse in Itaewon.

A FILA representative said, “We planned the Ground Project by selecting two hot places in Itaewon to communicate in special spaces by combining the energy and culture of the brand, aiming to provide freshness to consumers.” They added, “We will continue fresh and diverse attempts to satisfy the needs of young consumers who desire new fashion and culture.”

More detailed information about the FILA 2020 Ground Project can be found on FILA’s official Facebook and Instagram pages.

This content was produced with the assistance of AI translation services.