Fila Launches Custom Shoe Order Service 'MaFila'

[Asia Economy Reporter Seungjin Lee] FILA announced on the 2nd that it will launch a custom shoe order service called ‘maFILA’.

The name combines the English word ‘my’ pronounced quickly and the French word ‘ma’, which has the same meaning, with the brand name. It is a service that creates a one-of-a-kind design by applying desired colors, materials, and text to FILA’s representative shoes.

The shoes offered through the maFILA service include three models: FILA’s million-seller ugly shoes ‘Disruptor 2’, ‘Ray Tracer’, and the signature court shoe ‘Court Deluxe’. By clicking the ‘maFILA’ category tab at the top of the official FILA online store, customers can go to the service page, select the desired shoes, and then choose and apply colors for each shoe component.

Customers can choose from 16 colors for the front and side of the shoe, the tongue (vera), midsole, eye stay (shoelace holes), shoelaces, outsole, heel tab, patch, logo, and more. Materials can also be selected for each component between synthetic leather or suede.

Additionally, customers can have desired text embroidered on the heel patch. Up to four characters of English letters or numbers can be applied to the left and right heels respectively. This allows for engraving memorable words such as names or birthdays, making it possible to create personalized shoes as well as couple or family shoes.

What is especially eye-catching about the maFILA service is the ‘Artist Recommended Colors’. Five popular custom designers and illustrators in the shoe field (EH, gilok, JASON LEE, ONELIFE postproject, STAYCZHUMBLE) participated as maFILA design influencers, offering color suggestions based on their own concepts. Customers can enjoy exploring these color proposals and apply them to their own shoes.

The maFILA service is available to all FILA membership members through the official FILA online store. Orders can be received within 30 days after customization. Although currently offered for three shoe models, FILA plans to gradually expand the range of applicable shoes. The maFILA service shoes, which come in a special dedicated box adding collectible value, are available in sizes from 220 to 280 mm in 10 mm increments, priced at 99,000 KRW.

A FILA representative said, “We launched this service hoping it would be a fresh proposal for the MZ generation, who value and actively express their tastes and individuality. We hope that by creating their one and only shoes, customers can add special meaning to their fashion routine beyond simply purchasing shoes.”

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