From April 6th, the FilaHouse of Racer opens its doors to connect athletes of all levels with the most technological and innovative features in the racing universe. The brand's 144 square meter facility will be located in one of the most iconic parks in So Paulo, Villa-Lobos.
The space will be an immersive experience for athletes of all levels, who will be able to participate in talks, training, experimentation and purchase of products, in addition to discovering new launches from the brand with new technologies for amateur and elite runners. There, it will be possible to find for sale and for testing, the Racer Carbon 2, the Racer T2 S, the KR6, the Float Flux and, straight from the largest biomechanics laboratory in Latin America to the streets – the brand's newest bets to dominate the race market: FLOAT MAXXI 2 PRO and FLOAT MAXXI 2.
The brand has also put together a complete content agenda on the website, where guests will talk about health, performance and tell their inspiring stories. And to engage people even more, FILA will connect applications, consultancies and runners in free and public training, which will serve as a showcase for high-performance products. For the official opening to the public, on April 6th, we will have a strong presence of the brand's athletes: Laurindo Nunes, Vagner Noronha, Amanda Oliveira and Bruno Bem Levinho.
To try out the products, the brand will offer the public a 4D sensorial and immersive running experience through the scenes of major races: Tokyo, New York, Berlin and the FILA Marathon. Runners will also be able to test the most technological models and releases outdoors. Just register in person, pick up the chosen model and test it. Did you like it and are you going to buy it? You can customize your passion for running by personalizing your running shoes with your name, pace and kilometers traveled right there, in real time.
Our running community is made up of athletes of all levels, from beginner to elite. For each of them, there is a technological FILA product with an innovative design that offers high performance at all times of the race. And the brand is always reinforcing its legacy and commitment to technology, giving access to the main products of the most complex development engineering, but also offering a complete brand experience, with content, activities and store, bringing our brand purpose to the consumer , highlights Adriana Magalhes David, head of Branding and Marketing at FILA Brasil.
In the park, FILA will also have a giant inflatable tennis court with a QR Code so that visitors can access exclusive content and collect gifts. For this achievement, FILA has partnered with renowned brands, such as Boali, Instituto Olimpo, Philips, Push Matcha, Dobro, Strava, Bold, Moving, Paoquita, Bloovs and Kokua. The full activation period runs from April 6th to May 11th.
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