Fila is making a bigger push to connect with consumers in South Korea. The athletic brand has been on a store-opening spree of late to get its newly repositioned spring ’16 collection in front of customers.
Starting late last month, the company has been opening what it calls “mega shops” throughout the country. (Mega shops are defined as any store occupying more than 264 square meters, or 2,841 square feet.)
The first location debuted Feb. 25 in Masan. Additional shops are slated for Busan, Incheon, Gwangju and Jeju, as well as other locales. In total, the company plans to open 10 doors this spring, culminating in a high-profile, three-story mega shop in Itaewon, Seoul, at the end of April.
Each store will be stocked with the Fila Korea’s spring collection, that has a theme of “Stylish Performance” and is intended to adapt to any situation and activity level, from an intense workout to lunch with friends. The emphasis is on simple and clean silhouettes enhanced by modern hues and color combinations.
In other Fila news, the brand opened a storefront at the Aeon Mall Shah Alam in Selangor, Malaysia, on March 10. Featuring a simple design, the shop stocks the brand’s apparel and footwear and is equipped with a statement wall that is embossed with Fila Malaysia’s signature “Never Give Up” tagline.
And earlier this month, Fila launched a new performance tennis sneaker for men and women. The Cage Delirium was developed with help from its roster of pro athletes, which includes John Isner, Jelena Jankovic, Andreas Seppi and Timea Babos. The sneaker is on sale now for $100 at Fila.com and major tennis specialty retailers.