FILA, the sports brand under Mistokorea, is participating as an official partner for Frieze Seoul 2026, showcasing a cultural project that expands the brand's color heritage into the realm of art. This initiative aims to broaden the brand's engagement beyond sports and fashion into the arts and culture sector.
On September 3, FILA announced its participation as an official partner for Frieze Seoul 2026 and revealed the first exhibition of its annual cultural project, FILA Colore.
FILA Colore is a project that selects one color each year based on the brand's long-standing color heritage, combining it with art and cultural content. It was designed to shed new light on the brand's heritage in innovative ways.
This year's inaugural theme is 'Silver.' The color is inspired by FILA's signature sneaker, the Eshape Silvermoon, and has been expanded offline following an artist competition and a photoshoot featuring pianist Son Yeol-eum earlier this year.
During the VIP Day of Frieze Seoul on September 2, FILA models Han So-hee, WOODZ, and Cha Jung-won attended the event. They showcased the Eshape Silvermoon in their unique styles, naturally conveying the message of FILA Colore, which extends to art, space, and fashion.
The exhibition features works by three artists—Ji Geun-wook, Kim Gi-woong, and Sascha Nordmeyer—who reinterpret silver through their individual perspectives. The exhibition space is designed to create a cohesive flow between the artworks and objects inspired by Silvermoon.
The exhibition runs until September 5 at Hall C&D on the third floor of COEX in Samseong-dong, Seoul. A FILA Colore lounge will be set up in Hall C. Additionally, FILA plans to present a separate curated exhibition at the Frieze House in Sindang-dong, Seoul, in October.
A representative from Mistokorea stated, "FILA Colore is a project that reinterprets FILA's accumulated color heritage through the lens of contemporary art and culture. We aim to develop this cultural project by connecting new colors and various creators each year, allowing people to experience FILA's heritage in new ways."
Meanwhile, Mistokorea reported a strong performance in the second quarter of this year, with sales reaching 1.4312 trillion won and operating profit at 295.2 billion won, marking growth of 17% and 62%, respectively, compared to the same period last year.
* This article has been translated by AI.
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