The ‘90s revival is in full effect, as evidenced by FILA’s latest limited-edition capsule.
Last week, the Italy-born sportswear brand announced a collaboration with former NBA star Grant Hill and one of the country’s favorite soft drinks. The FILA Grant Hill x Sprite exclusive sneaker and shorts pay homage to Hill’s iconic Sprite commercials during his pro sports heyday.
During his time as a small forward for ’90s-era teams like the Detroit Pistons, the Orlando Magic, the Phoenix Suns, and the Los Angeles Clippers, Grant appeared in a series of Sprite commercials. The fall 2021 FILA and Sprite campaign will offer a twist on a 1995 television spot, the brands said. Hill will appear on screen wearing his first signature shoe developed with FILA, the Grant Hill 1, modernized in a lemon-lime-themed revamp.
The Grant Hill 1 x Sprite sneaker, retailing for $140, features reflective details across the vamp, along with Sprite-inspired graphics. Mixing white, blue and Sprite’s signature lime green, the silhouette is sprinkled with aesthetic elements like embroidered logos and branding on the heel, tongue, sock liner and outsole, along with an ice-inspired outsole rubber. The shoe has pull tabs on the tongue and heel and a padded tongue and collar for added comfort. Perforations in the toe box promote breathability in the forefoot.
Meanwhile, the Grant Hill x Sprite short, priced at $68, was crafted in a color palette that complements the sneaker offering, with striped and solid trims in coordinating colors and motifs. Both items are now available on FILA.com, as well as in-store and online at Champs Sports.
FILA’s offering is just one recent example of a footwear brand teaming up with popular American food and beverage brands. Chaco just released a collection of sandals with New Belgium Brewing, creator of Fat Tire Ale. Last month brought a Crocs collab with Hidden Valley Ranch, while the clog maker has also paired with Peeps and even with KFC for a high-profile NYFW stunt. Reebok and gourmet jelly bean maker Jelly Belly released a colorful sneaker capsule inspired by the sweet treats, K-Swiss suited up with Girl Scout cookies, and Champion cozied up to M&M for colorful quarantine footwear.