Apparel brand FILA selects BTS as global endorsement models

[Courtesy of Big Hit Entertainment]

SEOUL -- FILA, a Seoul-based global apparel brand, has selected K-pop band BTS as its global endorsement model to help increase recognition among young consumers around the world. FILA and BTS will roll out "One World, One FILA", a global communication promotion campaign, to strengthen the company's brand image.

FILA Korea said in a statement on Tuesday that the company has signed an exclusive endorsement contract with BTS because the healthy and energetic image of the seven-member band matched the brand identity.

FILA was originally established in Italy in 1911 as a sporting goods brand. FILA Korea, the South Korean branch of the apparel brand, acquired its mother company in 2007 to own licenses and sell FILA brand products in some 70 countries including the United States and Japan.

The fashion brand's global popularity soared a few years ago when FILA released a lineup of retro-design apparels targeting young trend-savvy consumers who favor casual sportswear with bold and colorful designs.

Park Sae-jin swatchsjp@ajunews.com

Apparel brand FILA selects BTS as global endorsement models

Related

J-Hope of BTS to drop new single next week

Girl group IVE to headline music festivals in Berlin and Paris this summer

K-pop thrives in Asia and Europe, while Korean cuisine gains traction in North America: Report