Hailey Bieber has become the face of a new FILA campaign

The 27-year-old model, Hailey Bieber has become the face of a new FILA campaign dedicated to the iconic product for the brand and for the tennis fashion itself. The model began to work with the brand in September 2023, appearing in the campaign for the 50th anniversary of the FILA’s  F-Box logo. 

“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. I’m thrilled to help introduce it to a new generation.” — says Hailey Bieber. 

The icon of the modern fashion offers a new interpretation of the original items of FILA. The images of Hailey Bieber wearing the famous Settanta track jacket popped up on both Bieber’s and FILA’s social networks. Shortly after its appearance in the White Line in the 1970s, the jacket became popular thanks to the legendary Swedish tennis player, Bjorn Borg. Since then, it became liked by many people and has been re-released in numerous upd ated versions.
Hailey Bieber has celebrated a new era in the history of the signature piece. The line presents the jacket with the characteristic red and blue stripes in variations as a challenge to the stereotypic tennis apparel.

In the images for the campaign, Hayley showcases the combinations such as a classic white apparel with a red jacket, red sports bra and shorts with a white oversize jacket. And the bestseller of the range. A jacket in a mustard yellow hue with a sports top and lace-up shorts. 

All the items are designed for warm weather, so FILA hopes that tennis players will wear them during the Paris Olympic Games this summer. The collection also coincides with the highly anticipated film of this year "The Contenders", a romantic drama about tennis players. 

Hailey herself and her husband Justin Bieber, being big tennis fans, attend the US Open tennis tournament every year. The brand representatives are sure that the new arrivals will be sold out before they say: “game, se t, match.” 

This collaboration between Hailey Bieber and FILA here - in autumn 2024 fans are promised to be delighted with a joint line of sportswear.