Footwear Insight
FILA Signs K-Pop Band BTS to Enhance Global Brand Image

Preparing an early 2020 global ad campaign under the “One World, One FILA” umbrella, FILA has signed BTS, the K-pop group also known as the Bangtan Boys, as global brand ambassadors. All seven members of the superstar South Korean boy band, founded in 2013, will be the new faces of the sportstyle brand. FILA is promising to engage BTS fans and engage consumers in a variety of ways in 2020.

“With its global appeal, the group has inspired and impacted the world, and we are very grateful for the massive amount of interest and support we’ve received,” FILA said in a statement. “BTS has an incredibly loyal fan base and we will be devoted to communicating with that audience in a very special way.”

For the six months ended June 30, FILA USA (which includes the U.S., Canada and Mexico markets) generated nearly $281.6 million in revenues and $15.5 million in net profit, bolstered by higher-margin product sales in upper-tier distribution channels.

In other athletic brand news last week:

• Skechers signed L.A. Dodgers pitching ace Clayton Kershaw to a multi-year partnership on the eve of the MLB playoffs. Kershaw, who will appear in global marketing campaigns for the brand’s men’s performance and athletic lifestyle footwear in 2020, is slated to wear a custom cleat during the playoffs.
  

• Puma adds to roster of hoops players with the signing of Los Angeles Laker Kyle Kuzma to a multi-year contract. Following his signing, Kuzma surprised fans at a pop-up taco truck in downtown Los Angeles. He will be wearing the brand’s new Clyde Hardwood style on court this season.
  

• ASICS inked a new 10-year partnership with Intl. Association of Athletic Federations (IAAF) to 2029 that will see Japanese brand outfit all IAAF officials and volunteers in its footwear and apparel. Also, the company recently introduced advanced apparel technology with knowledge of thermal body mapping ahead of the IAAF World Championships in Qatar, and took an equity stake in PYRATES Smart Fabrics, a five-year old Spanish start-up that develops and supplies advanced and responsible fabrics.