Fila names Hailey Bieber new global ambassador

Sportswear giant Fila has tapped Hailey Bieber as its new global brand ambassador, a multi-year partnership, which will see the model and entrepreneur collaborate with Fila to design signature sportswear collections, with the first drop slated to launch in Fall/Winter 2024. 

Bieber made her Fila debut for the Italian brand’s Fall 2022 campaign. In a press release, Fila acknowledged the model’s ability to cement herself as a style icon, continuing to provide her own unique interpretation of the brand’s most classic designs.  

Marking the partnership, ​Fila is releasing a new campaign where Bieber is joined by sponsored tennis player Reilly Opelka, as the company celebrates the 50th Anniversary of its iconic F-Box logo. Introduced in 1973, the logo is a symbol of Fila’s influence in sport and style.

Lensed by photographer Renell Medrano and styled by Hailey and Dani Michele, Bieber is seen in a range of styles from the F-Box Anniversary Collection, including tennis-inspired pieces such as polo shirts, track suits, jackets, and crewnecks with a contemporary update.

Select styles boast a tennis racquet graphic print and classic stripes, primarily in the brand’s signature red, white and navy hues. Opelka is also featured in the new campaign, wearing a range of men’s matching sets.

“I am grateful to expand my role with Fila, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” said Bieber.

“I appreciate the brand’s Italian heritage and the eras of Fila fashion where I can continue to draw inspiration. I am excited to bring my own point of view to Fila’s iconic styles, as we work to create something special together.”