Established over a century ago, FILA has made a huge resurgence in
recent years by targeting Gen Zs and Millennials with its fashionable
streetwear/athleisure apparel.
The renowned Italian sports brand, which is owned by ANTA Group in
China, is now venturing into hospitality with its first collaboration
with Hyatt Hotels to launch the world's first FILA-branded lifestyle
hotel to Shanghai.
FILA House Shanghai is expected to debut in 2024 within ANTA Group’s
new Shanghai headquarters in the West Hongqiao Business District. The
headquarters is envisioned to be a destination for sports retail and a
space to showcase the latest trends in sports apparel.
The development of FILA House marks FILA China’s first foray into the
hospitality industry. For Hyatt Hotels, this new property will be
housed under its JdV by Hyatt brand, as the hotel brand’s ‘joie de
vivre’ ethos and FILA’s youthful and energetic branding complements each
other to appeal “to today’s young travellers seeking to live in the
moment”.
Brian Yiu, CEO of FILA China speaks of the company’s excitement in
collaborating with Hyatt: “Not only will the hotel be a unique
expression of FILA’s history, culture, products and fashion trends, we
believe that the young-at-heart JdV by Hyatt brand experience will be a
fitting reflection of FILA’s spirit of vitality.”