12 POP UPS. 4 CONTINENTS. FILA REBRANDED

Soho NYC | July 2019

FILA kicked off a massive global campaign to launch its latest ‘Explore’ collection through a series of immersive pop-up locations worldwide. The Explore collection features a complete range of footwear, apparel, and accessories created for the modern explorer and interpreted through four distinct environments — Canyon, Mountains, Woods, and Elements.

Drawing from these surroundings, FILA created immersive pop-up shops in seven cities around the world that allow shoppers to engage with the products while encouraging them to tap into their adventurous spirit. Starting in New York City with a panel event discussing owning the adventurous spirit and venturing out of their comfort zone, FILA simultaneously launched pop-ups in Toyko, Beijing, Guangzhou, Mumbai, Santorini, and Los Angeles.