FILA EXPANDS ON-SITE PRESENCE AT 2020 BNP PARIBAS OPEN
Enhanced Retail Experience, Limited-Edition Footwear Collaboration, FILA Create Customization Pop-up Highlight On-Site Activations For Official Footwear and Apparel Supplier
INDIAN WELLS, Calif., March 2, 2020 – FILA will have an expanded on-site presence at the 2020 BNP Paribas Open, the largest ATP Tour and WTA combined two-week event in the world, to be held March 9-22, 2020 at the Indian Wells Tennis Garden. The Official Footwear and Apparel Supplier of the event will offer an elevated on-site retail shopping experience, the fourth edition of the FILA x BNP Paribas Open Limited-Edition Footwear Collaboration, and a new customization pop-up space on-site.
FILA’s retail space at the 2020 BNP Paribas Open will present a refreshed look-and-feel as well as an elevated customer journey to create an unparalleled shopping experience for tournament patrons. In addition to offering a variety of limited-edition co-branded FILA x BNP Paribas Open apparel and accessories, the store will also have an expanded footwear collection centered around the brand’s most successful performance tennis shoe to date, the Axilus 2 Energized. FILA will also offer its brand-new junior performance tennis shoe, the Junior Axilus 2 Energized, which will be available in a variety of colorways, as well as new youth and girl’s apparel and accessory options.
In addition, for the fourth consecutive year, FILA and the BNP Paribas Open have collaborated on limited-edition footwear styles set to debut at this year’s tournament in Indian Wells. The FILA x BNP Paribas Open Tennis 88 shoe will feature a unique, all-leather design and join the Drifter Slide sandal in complementing FILA’s custom uniform collections for the BNP Paribas Open. During the 2020 event, on and off-court staff will be dressed in a range of custom designed FILA apparel, accessories and footwear. The limited-edition footwear as well as replica uniform styles for ball kids and officials (chinese red, peacoat and white palette) and volunteers (peacoat, viridian green and white color palette) will be available for purchase exclusively within the FILA retail shop on-site at the Indian Wells Tennis Garden.
New to this year’s event will be an exciting new pop-up, FILA Create, where patrons can shop and customize a selection of the brand’s apparel, footwear and tournament co-branded accessories. FILA will host creative happy hours throughout the tournament where artists will hand paint, airbrush or chainstitch-embroider product for customers. FILA sponsored tennis players will make regular appearances at the pop-up to engage with fans and provide their own creative inspiration for the new initiative. FILA Create will also feature a special photo station with a unique tennis ball stand and custom photo backdrop.
On Thursday, March 12, FILA will host its annual in-store event featuring top sponsored athletes Reilly Opelka and World No. 1 Ash Barty to showcase collections being worn on court during the fortnight. Barty, World No. 3 Karolina Pliskova, World No. 5 Sofia Kenin and World No. 6 Kiki Bertens will be debuting the 30 Love collection, featuring berry tones and feminine finishes for a collection that tastefully offers unparalleled performance and style. Male athletes including Americans John Isner and Opelka will debut the Men’s PLR collection, which offers acid lime details complemented by rich navy and white hues. Both collections can be found onsite at the Indian Wells Tennis Garden or online at fila.com.
FILA will also have a range of other fan-focused activities throughout the tournament, including a FILA fan gate giveaway on Sunday, March 15 and autograph sessions with FILA sponsored tennis players at their retail store.
The 2020 BNP Paribas Open will welcome players and fans from around the world to Tennis Paradise, highlighting the idyllic and majestic beauty of the Indian Wells Tennis Garden, as well as the incredible offerings that make the tournament one of the world’s most alluring and enjoyable sporting events. For more information about the BNP Paribas Open and to purchase tickets to the 2020 event, visit bnpparibasopen.com.