Fila Officially Enters the Cycling Market... Launches the 'Syclista Project'

[Asia Economy Reporter Seungjin Lee] FILA is making a full-scale entry into the cycling market.

FILA announced on the 15th that it will officially launch the "FILA Ciclista Project," a series of activities with consumers, in line with the official release of the cycling shoes "Synapse" series. The project includes a riding program centered around official ambassadors who are former national cycling representatives.

First, FILA will officially release the "Synapse" series of cycling shoes, which debuted last October and have been refined through a testing period. The Synapse series consists of four models: the non-cleat Synapse 5, the cleat-type Synapse 7 and Synapse 9, and the one-on-one custom-made Synapse Custom. These four Synapse cycling shoes incorporate the technology of FILA Global Lab, which has supported world-class athletes and accumulated expertise through research and development of performance shoes such as tennis shoes and skeleton shoes.

The one-on-one custom-made "Synapse Custom" cycling shoes will also be officially introduced. Customers can visit FILA Global Lab located in Busan to create their own cycling shoes through coaching consultations with cycling experts, advanced body measurement and exercise testing systems, fitting, and design selection. During the test launch period last year, the Synapse Custom attracted significant interest from cycling enthusiasts and fans.

Additionally, FILA is launching the "FILA Ciclista Project." The word "Ciclista," meaning "bicycle rider" in Italian, reflects the brand's Italian heritage and its intention to engage with cycling enthusiasts in a unique way.

Former national cycling representatives Gong Hyo-seok, Yeon Je-seong, and professional cyclist Kim Chi-beom have been selected as official FILA Ciclista ambassadors to undertake various challenges together. On the 30th, Gong Hyo-seok and Yeon Je-seong will wear Synapse cycling shoes and embark on an 18-hour, 540 km ride from Seoul to Busan. The entire Seoul-Busan ride by Gong Hyo-seok and Yeon Je-seong will be sequentially released on the FILA Ciclista website starting from the second week of May.

A "hands-on program" tailored to the skill levels of cycling enthusiasts will also be offered. For advanced cyclists seeking in-depth riding experiences, a "regular riding program" will be conducted, allowing participants to ride courses nationwide and within the metropolitan area alongside FILA Ciclista official ambassadors and activists.

A website where all information about FILA cycling can be found in one place will also be launched. Visitors can check information and purchase the Synapse cycling shoe series, watch various video content including the Seoul-Busan ride by the Ciclista ambassadors, and apply for riding and academy programs hosted by FILA Ciclista?all available on this site.

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