While contenders like Nike and Adidas venture into the immersive metaverse, FILA is staying grounded and will help form its first branded lifestyle hotel ever.

A FILA store in HK

Under its parent company in China, ANTA Group, FILA has partnered with Hyatt Hotels to open FILA HOUSE. The hotel will be housed within ANTA’s new Shanghai headquarters, an eco-friendly hub for sports retail and the latest sportswear trends.

Fila House will be in Shanghai’s West Hongqiao Business District. It won’t be the first JdV property in China, though — that honor goes to the BEI Zhaolong Hotel in Beijing.

So far, there are no peeks at what the hotel’s interiors will look like, but it’s a safe bet that there will be Fila logos and trademark red and navy blue colors throughout.

Few details have been disclosed, but what’s clear is that the hotel for fitness enthusiasts is scheduled for launch in 2024.

According to cnn