The partnership was signed at a time when the brand is celebrating the 40th anniversary of the launch of its first FX-2 sneaker.
Fila presented its new partner, São Paulo Pedro Paulo Soares Pereira or, simply, Mano Brown. Although official now, the partnership between the brand and the artist has been happening since the 80s, when the rapper already chose the brand to create his productions.
The period is considered symbolic for Fila, since it was the period in which the brand launched some of its classic pieces, such as the sneacker FX-2. The shoes are part of a list that includes models such as the Settanta jacket, the traditional polo shirt made in white, blue and red and several other sneakers that stamp the F-BOX logo and honor great stars.
Transiting as a spokesperson for music, street culture and art, the musician arrives at the brand at a special moment and combines his legacy with an important release, in addition to other future projects.
“The partnership with Mano Brown happened at a very important moment for us, we are celebrating 40 years of our first sneaker. Having with us an artist who was part of this history has a very special meaning and this is just the beginning, we will still carry out other incredible projects, uniting the Fila style with Mano’s originality”, said Adriana Magalhes David, head of branding and marketing at FILA Brazil.
Starring in the FX-2 campaign, Mano Brown was chosen for his authenticity. With scripts that combine creativity and legacy, the artist presents the il primo concept created by the brand to celebrate the commemorative version of the first shoe signed by Fila.
“The way a person wears clothes, the representativeness that a brand can give to a person and what a person can give to the brand too, you know? FILA was inserted into a lifestyle and vice versa, that made a big impression on us. And now, having this opportunity to do this work with the brand was easy. It’s a brand I already like a lot. With the partnership with Fila, all those pieces I dreamed of having are now in my wardrobe, added Mano Brown.
