Fila Announces Hailey Bieber As Global Brand Ambassador

Fila has announced Hailey Bieber as its new global brand ambassador. The model and entrepreneur first starred in a Fila campaign in autumn 2022 and has now entered into a multi-year partnership that will involve Bieber collaborating with Fila on signature sportswear collections – the first of which is expected to drop in autumn 2024.

“I am grateful to expand my role with Fila, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” says Hailey Bieber. “I appreciate the brand’s Italian heritage and the eras of FILA fashion where I can continue to draw inspiration. I am excited to bring my own point of view to Fila’s iconic styles, as we work to create something special together.” 

Bieber also stars in a new Fila campaign that marks the 50th anniversary of the brand’s iconic F-Box logo. It was introduced in 1973 when Fila first brought colour to the tennis court, disrupting the typical all-white uniform with its signature red, white and navy designs. 

The campaign, shot by Renell Medrano and styled by Hailey Bieber and Dani Michele sees Bieber in a range of styles from the F-Box Anniversary Collection, a brand-new range of men’s and womenswear pieces from Fila. Bieber sports tennis-inspired pieces such as polo shirts, tracksuits, jackets and crewnecks that blend modern sporty elements with Fila’s archival designs for a contemporary update. 

“Fila style is iconic and tastemakers and game changers express their artistry and individualism through our designs,” says Gene Yoon, Global Chairman at FILA. “Hailey has been a supporter of the brand and we look forward to continuing our relationship together. Her impact on fashion and culture is undeniable and she brings an effortless and fresh perspective to the brand.”

The FILA F-Box Anniversary Collection will be available from September 14th on fila.co.uk.