Fila Signs K-Pop Group #BTS As Lead Global Brand Ambassadors

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South Korean K-pop group Bangtan Boys become global brand ambassadors group, for FILA.

Ending their five-year partnership with the PUMA athletic brand the most successful and popular South Korean K-pop group BTS, aka Bangtan Boys, have reportedly signed a new endorsement deal with FILA as global brand ambassadors.

According to FILA.newsmarket, the sport brand revealed the FILA deal that met their ‘jaw-dropping conditions and treatment promised’ to serve as part of a global contract which will allow the K-pop group to wear FILA in South Korea but not limited to. The global ambassadors agenda will include all markets especially Americas, Europe and Asia where fans of Bangtan Boys are located. FILA is planning to enhance and solidify its brand image through the active communication of “One World, One FILA.” Utilizing the group’s popularity to further introduce the brand and future designs to the Asian market and its stans.

The 100 year old brand will appear in an ad campaign set to release in 2020 with BTS as they showcase FILA looks to a worldwide audience. Throughout the partnership, FILA details how they will work with the k-pop group to engage consumers and BTS fans in a variety of ways, combining its unique brand identity and BTS’s iconic personality.

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Next year is possible the best time for the brand as they have enjoyed a comeback not only as they have relaunched retro styles that has positively and successfully engaged the current market but they have also seamlessly work with branding collabs with FENDI among others to re-introduce the sportstyle brand to the public.

Image courtesy of BTS
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