Iconic Italian sportswear brand FILA officially launched in Malaysia, marking a significant expansion into the Southeast Asian market. The launch event, showcased FILA’s rich heritage and commitment to blending performance with style, highlighting its curated collection of apparel and footwear designed for both athletic pursuits and everyday wear.
Adding to the excitement of the launch, popular girl group Gen1es made a special appearance. Their presence brought a vibrant energy to the event, further solidifying FILA’s connection with a younger audience and highlighting the brand’s appeal within the local entertainment scene.
The event featured a “FILA Hall of Heritage,” taking attendees on a journey through the brand’s storied past, from its Italian roots in 1911 to its influence on sporting legends like Björn Borg and contemporary style icons like Hailey Bieber. Iconic designs such as the BB1 polo and FX-2 sneakers were prominently displayed, underscoring FILA’s enduring appeal.
A key focus of the launch was the unveiling of the exclusive FILA Tennis Club Collection, a vibrant and stylish line targeting Millennials and Gen Z. This collection, inspired by retro tennis aesthetics, features bold graphics and vivid colors, embodying a playful spirit that seamlessly transitions from the court to the streets. The Targa Club shoes, a standout piece from the collection, combine classic Italian elegance with modern design, offering both comfort and style.
FILA also emphasised its commitment to performance by showcasing the “FILA Power Serve” activation, allowing guests to test their tennis serve speed. This interactive element highlighted FILA’s deep connection to tennis and its dedication to creating performance-driven apparel and footwear. Beyond tennis, FILA is also tapping into the growing popularity of sports like pickleball, further demonstrating its adaptability to modern active lifestyles.
FILA has opened stores in key locations across Malaysia, including Pavilion KL, Sunway Pyramid, and IOI City Mall, in addition to a flagship store. This retail expansion provides greater access to the brand’s diverse offerings for Malaysian consumers. For more information, follow @fila.malaysia for updates.
Read also: FILA x Smiley: A Cheerful Tennis-Inspired Lifestyle Collection
