The summer pop-up craze is in full swing, and the latest experiential marketing play has arrived with Fila’s new line of urban-outdoor gear.
The brand’s limited-edition “Explore” collection debuted last week in SoHo with a sensory sojourn through the collection’s four facets: Canyon, Mountains, Woods and Elements.
The nature-inspired capsule includes shoes, clothing and accessories influenced by world-famous mountaineer Reinhold Messner’s lauded Mount Everest trek in 1978. Messner, who was wearing Fila’s technical mountain gear at the time, broke records by reaching the summit without the aid of supplemental oxygen.
Fila’s current collection is decidedly less technical, pulling design elements from its legacy ski, hiking, alpine and trek gear of the ’70s, ’80s and ’90s. A wide range of hiker sneakers, sandals, windbreakers, tactical pants, biker shorts, hats and more make up the line, which showcases an array of bright hues and graphic design elements.
SoHo shoppers can embark on a tour of the different natural realms while being enveloped in the accompanying sounds, visuals and even smells of nature. Fila partnered with New York’s Perfumarie boutique to develop specialized scents for the Canyon and Mountain zones.
“The FILA Explore collection offers another glimpse at our ability to tap into iconic brand moments, while offering a fresh, contemporary, on-trend approach to design,” says Louis W. Colon III, VP of heritage and trend at Fila North America. “With an extensive product assortment inspired by journeys around the globe, the Explore offerings are bold and confident, encouraging wearers to explore their individuality and celebrate the spirit of adventure,” he said.
“With Explore pop-up shops opening worldwide, we also have an opportunity to engage consumers with a one-of-a-kind experience and our authentic approach to storytelling,” Colon added.
The brand will open pop-up shops in Los Angeles, Mumbai, Santorini, Seoul, Brazil, London and multiple locations in China.
The Soho Explore pop-up will be open through Aug. 11 at 428 Broadway.