• 23-APR-2018

FILA Re-Launches Its Iconic Mindblower Shoe with a New Apparel Collection, 47 Collaborations and an Innovative Pop-Up Experience

(FILA Global) - FILA is expanding its highly-successful Heritage offerings by tapping into its archives to re-launch the iconic Mindblower silhouette. To coincide with the opening of the FILA Mindblower Pop-Up on Grand Street in NYC, the Mindblower shoe will be complemented by the first-ever Mindblower-inspired collection of apparel and accessories for men and women.

Originally released in 1995, the Mindblower is a chunky running shoe recognized for its oversized, warped logo. The logo will also appear on a range of apparel and accessories, including graphic tees, hoodies, jackets, shorts, pants, waistpacks, barrel holdalls, and baseball caps. 

“The Mindblower collection and pop-up allows us to expand on the success of the Heritage category, with apparel, accessory and footwear offerings that seamlessly balance past, present and future,” says Louis W. Colon III, Vice President of Heritage and Trend at FILA North America. “We are creating an engaging experience for consumers, while highlighting the next wave of innovative Heritage products. This will further cement FILA’s status as an iconic fashion and sport brand, telling an authentic story to a new generation.”

THE POP-UP
The Mindblower’s oversized, warped logo will serve as the inspiration for the first retail experience for the brand in NYC in over a decade. An Instagrammer’s dream, the pop-up is inspired by the “Mind = Blown” theme, utilizing physical and visual optical illusions, as well as other effects to distort the room and trick the eye.  Open to the public from April 20th through May 3rd at 107 Grand Street in NYC, the space will serve as an interactive atmosphere for style and sneaker savvy shoppers to engage with the brand like never before. FILA’s experiential pop-up will also feature the Mindblower and Mindbreaker 2.0 collaborations.

THE PRODUCT
The Mindblower collection of apparel, accessories and footwear will be available beginning April 20th, online at FILA.com and within the pop-up shop. Additional FILA Mindblower Pop-Up locations will open at Atmos Blue Omotesando in Tokyo and Kasina in Seoul on April 20th.

CULTURAL COLLABORATIONS
FILA is also launching limited-edition Mindblower and Mindbreaker 2.0 shoes, designed in collaboration with an unprecedented number of internationally celebrated artists, retailers, influencers and designers. Serving as an homage to partners past and present, FILA has teamed up with a unique mix of nearly 50 collaborators across the globe, to offer their own distinct take on the Mindblower or Mindbreaker 2.0 silhouette, incorporating colors, graphics and additional design elements that reflect their creative aesthetic. Pink Dolphin, Kinfolk, Burn Rubber, Akomplice, and Lafayette are just a few of the collaborators designing limited-edition FILA shoes. The Mindblower and Mindbreaker 2.0 collaborations will also be available beginning April 20th, online at FILA.com, within the pop-up shop, and through the collaboration partners. For more information about the cultural collaborators, visit filamindblower.com

MINDBREAKER 2.0
FILA is launching the Mindbreaker 2.0, a brand new running silhouette for the trendsetters of tomorrow. The new style is available at FILA.com in four men’s colorways and two women’s colorways starting in early May. The Mindbreaker 2.0 features a slimmer silhouette and modern elements to further illustrate the brand’s forward-thinking approach to design.

ABOUT FILA
Over the last half century, FILA has been there for iconic moments, accompanying extraordinary individuals in pursuit of true sport – those who courageously challenge limits and defy expectations through a seamless combination of power and grace.  From its humble textile beginnings in Biella, Italy in 1911 to its historic introduction of color on the tennis court in 1973, the brand has always taken pride in creating designs as bold and breathtaking as its wearers. With a philosophy of innovation and a commitment to performance and sophistication, FILA continues to make a statement with styles that are novel in aesthetic and effective in function. Visit www.FILA.com to see the full collection of apparel and footwear.