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Tuesday December 16, 2008

Fila launches new collection at boutique

SINGER-SONGWRITER Rynn Lim confesses to being a fan of Fila, which he favours for the brand’s lightweight materials and comfortable designs – features he says are important in sportswear.

“My first purchase from Fila was a pair of sports shoes, which I needed then to play volleyball,” the Taiwan-based Malaysian artiste who swims, cycles and jogs to stay in shape, said.

Accessorise: There’s also items to complete the look.

Lim was the celebrity guest at the opening of the new Fila boutique at 1 Utama Shopping Centre.

“The unveiling of this store is in line with our new concept, which is synonymous with sports performance and sleek fashion,” said Global Sports (Malaysia) Sdn Bhd country manager San Tay, whose company is the licensee for the Fila brand.

“It is a representation of our mission to be an authentic performance sports brand inspired by the style, elegance and passion of our Italian heritage.

“Our new concept focuses on lifestyle and sports elements, and we want to let our consumers know about Fila’s Italian origins,” she said, adding that there are plans to revamp Fila’s existing stores to fit its new concept soon.

The 97-year-old brand has accompanied star athletes like Michael Schumacher, Boris Becker, Bjorn Borg, Monica Seles, Kim Clijsters and Svetlana Kuznetsova to the winners’ podium.

The boutique opening also showcased the launch of Fila’s Spring/ Summer 2009 collection, which comprised its Tennis, Fitness and Motorsports collection.

The Tennis and Motorsports collection includes matching accessories like caps, bags and wristbands.

Also featured were perennial favourites like classic polo shirts, graphic tees, and trendy footwear in a myriad of designs and colours.

“The design theme of this season’s products harks back to our Italian cultural roots in boldness and sexiness, but is given a contemporary touch,” said Tay.

“Besides product functionality and quality, we strive to bring out the unique style in these sporting activities.”

Sporty style: Models decked out in the new collection.

Tay said Fila’s Tennis, Fitness and Motorsports collection each focused on key elements, like light and breathable materials for Tennis apparel, durability for the Motorsports range, and light, stretchable fabrics that are still able to maintain their shapes for Fitness.

The Fila boutique is located at LG308B, 1 Utama Shopping Centre.

To view Fila’s latest collection or locate the nearest Fila store, visit www.fila-malaysia.com.

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