Ninjas in Pijamas (NiP) have announced a partnership with sportswear brand FILA.
The two companies will collaborate on a merchandising collection that includes a new jersey for the Swedish organization’s squads. “Technology and innovation combined with tradition” is the formula of this new line of elite professional apparel: “NIP’s sporting prowess meets FILA’s artisanal evolution.”
Hisham Shaheen, CEO of NIP, said: “FILA is a truly iconic sports and entertainment brand. We are inspired by their elite heritage, heroic athletes and spirit of renewal. NIP is very excited to join FILA as it engages with younger audiences and new sectors such as esports. proud to be a driving force as FILA explores the use of technology to create transformative experiences.”
Fredrik Timur, CEO of FIC, said: “FIC’s mission is to digitalize the fashion industry. By implementing strategies and new business models and driving sustainable growth from day one, we view this initiative as innovative. This is a truly innovative approach to moving towards industry best practices.”
“With a growing fan base of millions of people, working with NIP has been extremely stimulating. Together we are experimenting with new ways of interacting between esports and sportswear.” says Luca Bertolino, Head of Global Strategic Marketing at FILA.
Source: Tutto Mercato Web
