FILA SIGNS ENDORSEMENT DEAL WITH GERMAN SILVA
Sportswear brand Fila has partnered with retired Mexican long-distance runner German Silva as a brand ambassador. After welcoming back Bjorn Borg and Grant Hill this year, Silva is the latest legend to rejoin the Fila family.
To launch this new partnership, Fila has introduced an apparel and footwear collection in honor of Silva. The apparel offerings for men and women reflect classic styling with a contemporary flair. A selection of tracksuits, tees and hoodies feature the Fila/Silva logo.
Fila has also introduced an update to the Silva Trainer silhouette, a bold design paired with performance materials. This authentic, timeless style is available in two colorways for men and two colorways for women, and features2A technology in the heel and forefoot.
“German is a fantastic ambassador for the sport and for our brand,” said Jon Epstein, president at Fila North America. “Our athletes have always had a unique story to tell and German carved out his own path to success. His journey from humble beginnings to a premier athlete to a humanitarian and coach is inspirational, and we welcome him back to the Fila family.”
Silva achieved back-to-back victories at the New York City Marathon in 1994 and 1995. In 1994, he famously recovered from a wrong turn and despite being 40 yards behind, he was still victorious. This past weekend, Silva celebrated his upcoming 50th birthday by running the New York City Marathon with his son, who was racing for the first time.
“I am thankful that my road led me back to Fila,” added Silva. “I have always admired the brand’s legacy and values and I am excited about this partnership. It has been an honor to see my new Fila collection. It motivated me as I prepared to run the marathon with my son and it is something special for us to share.”
Additionally, Fila has collaborated with London sneaker store Footpatrol to create special-edition Silva Trainer styles. Both Footpatrol stores reside in cities that house famous marathons; the London Marathon and the Paris Marathon. Design details and colorways pay homage to each city.
