James Blake signs Fila footwear deal
16/01/2009
Sports brand Fila announced on January 16 that it has entered into a collaboration arrangement with ATP World Tour star James Blake to develop a collection of men's footwear and apparel. The company said the new collection would incorporate the heritage of the its brand with a contemporary twist inspired by the tennis star's signature style. He will collaborate with Fila's design team to create the co-branded collection.
The yet to be named collection will target today's active male and will be the basis for the development of a long-term licensing business for James Blake.
The collection will include??performance and lifestyle footwear, tennis, golf, fitness and lifestyle apparel, and accessories for men. Fila and James Blake will also explore other product categories as opportunities arise in the market. The collection will officially launch for the spring summer 2010 season.
"We are delighted to have the opportunity to work with an athlete of James Blake's calibre," said Gene Yoon, chairman of the sports company. "Fila has been associated with champions in tennis and other sports for over 35 years. We are certain that through our collaboration with James, we will create a range of products that combines the rich style of our historic brand and James's active and sophisticated lifestyle."
For his part, James Blake said: "I have always had an affinity for the Fila brand. Ever since Borg graced the courts of Wimbledon in Fila, I have always been attracted to the Italian style, grace and sophistication of the brand. My collaboration with Fila is much more than an endorsement arrangement. It will serve as the foundation of a business venture that I that will continue to build for years to come."
Share this story:
