The collaboration between Fila and New Era brings the style of the 80s and 2000s into very well thought out garments that combine sport, performance and style
An event at the Palácio dos Cedros, in São Paulo, marked Fila’s new positioning. The Bellissimo campaign show, with the Casa Fila collection, seen up close by celebrities such as Cleo Pires and Gianne Albertoni, demonstrated that from now on the brand will be more premium, obviously without neglecting retail, but focusing on design and materials superiors.
Heavier collaborations will also come, and the first example of this is this gigantic partnership between Fila and New Era, which has given birth to a collection with two sneakers and clothing items that are a perfect and beautiful fusion of the two centuries-old brands. The “Fit The Game” collection combines sport, performance and style, paying tribute to sport’s lasting influence on street culture and identity expression in the 1980s and 2000s.
The capsule collection, made up of 16 exclusive and limited pieces, is a journey through time that reinterprets iconic moments in which sport transcends the arenas to become a cultural phenomenon. From hats and sneakers to jerseys, “Fit The Game” captures the essence of an era when the athletic lifestyle was defined as much by swag as it was competition.
“To choose a collaboration, we must increasingly understand both brands, not do it just for the sake of it. With New Era and Fila there is a union of product, history, iconicity, so everything had this very simple connection, of two very old brands, but which are always reinvented”, explains Patrícia Calixto, responsible for the Fila brand.
Among the highlights of “Fit The Game,” which is a union of Fila’s “Change the Game” and New Era “Fit for Glory” slogans, are New Era’s 59FIFTY cap, a closed silhouette that celebrated its 70th anniversary in 2024, adorned with removable metal pins, contrast panel vents and chenille branding. The price of the cap is R$349.99. From Fila, the TENNIS 88 models from the 1980s, 34 to 45 (R$ 599.99), which feature the right foot with Fila logos and the left with New Era, and the FX-33 from the 2000s, always from 33 to 45 for R$599.99, they reaffirm the brand’s legacy in urban and sporting culture.
“If you analyze the market, how many brands have a truly sporting heritage, in different sports and lifestyle, are few. Two brands that emerged in sports, have transcended sports into lifestyle and continue to set trends. Aside from the fact that It is very interesting for an American brand to team up with an Italian brand, in Brazil, to make a local collection inspired by American and Italian clothing traditions. This collaboration is really interesting,” says Christiano Reis, Brand Director at New It was Brazil.
In addition to sneakers and caps, the collection includes other apparel items that promise to attract plenty of attention from jersey fans. The two baseball (R$ 429.99) and American football (R$ 379.99) style t-shirts had a very interesting design, as did the shorts (R$ 299.99) and the shorts (R$ 359.99) which make up the married look. There’s also a coat (R$599) and trousers (R$429.99) set with a more distinctive Italian cut that also looks very nice. The collection is completed by t-shirts, a bucket and a side bag.
“Combining the styles was very simple, we sat down, made the first version and already approved it. The goals adapted very quickly to what we wanted to achieve from the story. The authenticity of the concepts was in the same direction of the beginning”, underlines Leonardo Robbi Carvalho, Product Coordinator Fila. An example of this was the clear choice of the 80s and 2000s. In ’83, Fila released its first shoe, the FX-2, which combined functionality with a bold silhouette, with a focus on tennis and Grand Tours Slam. In the same period, the trend of daddy hats emerged, which had this name because in the 1980s American parents used many promotional hats, which were structureless due to costs, so New Era took advantage of this involuntary trend which had become fashion launch exclusive models with these characteristics.
The 2000s saw the boom in New Era flat-brim caps. In the same period in which Fila followed the trail of success of the Grant Hill and Mashburn basketball sneakers. “More than talking about a product, we talk about a culture. Fila started with clothing, unlike other brands that launched sneakers and then moved on to clothing. And New Era invented hats. This had a huge impact on these creations”, concludes Patrícia.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
