The NYC activation marked the brand's first retail experience in the city in nearly 10 years, using the draw of limited edition sneakers to regain its footing in a competitive market

FILA’s New York City pop-up shop this spring marked the fashionable sport brand’s first retail experience in the city in nearly a decade. The SoHo storefront acted as a way to show off FILA’s past, present and future to both longtime fans and consumers who are new to the brand. The focus of the shop was FILA’s 1995 Mindblower sneaker, which has a new look, and the apparel and accessory line it inspired. Nearly 50 artists from around the world collaborated with the brand on limited edition sneakers, reinforcing FILA’s ability to take on New York’s highly competitive market.

While the brand hasn’t announced any plans for a permanent NYC location, the pop-up hit all the marks for the booming retail scene around sneaker culture with a retro look, in-person experiences and buzzy artist collabs.

FILA


Lead Image: FILA via Twitter

FILA’s New York City pop-up shop this spring marked the fashionable sport brand’s first retail experience in the city in nearly a decade. The SoHo storefront acted as a way to show off FILA’s past, present and future to both longtime fans and consumers who are new to the brand. The focus of the shop was FILA’s 1995 Mindblower sneaker, which has a new look, and the apparel and accessory line it inspired. Nearly 50 artists from around the world collaborated with the brand on limited edition sneakers, reinforcing FILA’s ability to take on New York’s highly competitive market.