(FILA North America)
- FILA and Amistad, an imprint of the HarperOne Group at HarperCollins, are collaborating on one of the first sneakers inspired by a memoir – a special edition footwear design in celebration of legendary rapper Rakim’s first book, Sweat the Technique, publishing on September 24th.
“At Amistad, we are always looking for new and exciting ways to broaden the reach of our books. Sweat the Technique is a vivid firsthand account of hip-hop’s vanguard, and now readers can quite literally walk in Rakim’s shoes," said Tara Parsons, Associate Publisher.
“Rakim’s inspiring book is about the creative process. And its message is effective as it has inspired FILA to design this shoe. I’m thrilled,” said Tracy Sherrod, Editorial Director of Amistad.
For this collaboration, FILA has created an exclusive sneaker style. The FILA Original Fitness x Rakim shoe updates one of the brand’s iconic silhouettes, with design details that echo the Sweat the Technique book cover. The footwear features a white/castlerock/black colorway with touches of metallic gold and silver hues, utilized on the Rakim branding across the back counter.
Additional highlights include a dual-branded, embroidered logo on the tongue, two-tone laces, contrasting midsole and outsole, and FILA logo hits on the outsole and above the signature FILA flag.
“This one-of-a-kind collaboration provides a unique storytelling opportunity and a fresh spin on an iconic FILA design,” said Mark Eggert, SVP of Footwear Design & Advanced Concepts, FILA North America. “With a shared commitment to creativity, innovation and passion, we are excited to celebrate Rakim’s memoir and career in this way.”
The FILA Original Fitness x Rakim sneaker will be part of an exclusive promotion launching today for the book’s pre-order campaign. Only 35 pairs of the shoes will be available. See Instagram @TheGodRakim for details. Additionally, FILA will host a giveaway on FILA.com
, with a prize package that will include a signed pair of the special-edition footwear and tickets to Rakim’s upcoming concert at Sony Hall, on November 8th.
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About HarperCollins Publishers
HarperCollins Publishers is the second largest consumer book publisher in the world, with operations in 17 countries. With 200 years of history and more than 120 branded imprints around the world, HarperCollins publishes approximately 10,000 new books every year in 16 languages, and has a print and digital catalog of more than 200,000 titles. Writing across dozens of genres, HarperCollins authors include winners of the Nobel Prize, the Pulitzer Prize, the National Book Award, the Newbery and Caldecott Medals and the Man Booker Prize. HarperCollins, headquartered in New York, is a subsidiary of News Corp and can be visited online at corporate.HC.com
Over the last half century, FILA has been there for iconic moments, accompanying extraordinary individuals in pursuit of 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.
For over 30 years, Rakim has reigned as one of hip-hops most transformative artists. Along with his partner Eric B., he recorded 1987's "Paid In Full", the landmark recording MTV named "The Greatest Hip-Hop Album of All Time" and he was deemed hip-hop's "Greatest Lyricist of All Time" by The Source magazine. His numerous awards and accolades include the VH1 Honors, the BET ICON Award, induction into the LI Music Hall of Fame and a nomination to the Rock & Roll of Hall of Fame. Although frequently headlining international tours and lending his voice to creative campaigns, the otherwise reclusive artist opens the door to his writing process and sources of inspiration through his first-ever long form publication, Sweat the Technique, available wherever books are sold on September 24th.