Heritage athletic brand Fila on Friday (January 12, 2023) announced Palace Skateboards founder Lev Tanju as creative director of a new, elevated line. Called Fila+, the line combines high-quality materials with contemporary design, drawing inspiration from the brand’s extensive archives.
Commenting on the appointment, Todd Klein, global brand president of Fila, stated, “We are thrilled to welcome Lev as the creative director of Fila+. His forward-thinking approach aligns with our mission to innovate while honoring Fila’s legacy as a premium sports brand. This partnership reflects FILA’s ongoing commitment to leading the sportswear industry and engaging a new base of loyal consumers.”
Tanju’s appointment follows Fila’s 2022 announcement of its intention to secure a creative director, coinciding with a collaboration with Haider Ackermann, a French designer of Colombian origin, who declined the role. Luca Bertolino, Fila’s marketing director, emphasized the brand’s desire to revitalize its image through products that were iconic 50 years ago. The company even conducted social media listening to gauge public opinion.
Since the success of the Disruptor sneaker, Fila has faced challenges in maintaining its appeal among style-conscious consumers. The appointment of Hailey Bieber as a brand ambassador in September 2023 received mixed reviews on Instagram.
Tanju’s first Fila+ debut offerings will be revealed in June, followed by a launch in fall 2024.