Ashleigh Barty, dressed by Fila, will be the WTA #1 ranked player when the updated rankings are published on Monday 9 September – whether she and her partner Victoria Azarenka win the US Open doubles title on Sunday, or not. Barty, who was defeated in the quarter-finals, outperformed the other women who had a chance of becoming world #1 after the US Open (former #1 Naomi Osaka, #3 Karolina Pliskova and #4 Simona Halep).
Fila was not only well-represented on the Flushing Meadows court in New York by its group of sponsored players, but for the first time in nearly two decades, the brand had an on-site retail presence (above) at the Billie Jean King National Tennis Center for the final Grand Slam of the season. The 1 900-square foot retail space was located in the Grandstand near the South Gate, which has been offering great visibility for the brand.
The retail store features a wide selection of Fila tennis apparel and footwear spanning the Fila tennis and lifestyle categories, including items from the Awning and Legend tennis collections that were worn on court by players such as Barty, Kiki Bertens and John Isner. The latest instalment of the limited edition P.L. Rolando collection, celebrating the heritage style created by its original creative director Pierluigi Rolando, was worn on-court by players like Karolina Pliskova (who’ll be ranked #2 by the WTA on Monday) and Marin Cilic. In addition, pieces from the Heritage collection and a selection of footwear styles including the Axilus 2 Energized performance tennis shoe, were also on sale.
For the past year the brand has been honouring P.L. Rolando, who shook up the reigning white tennis style with his bold designs for greats like Bjorn Borg. The campaign culminated with the opening of a Technicolor Pop-up experience in Brooklyn (see above and below). The boldly designed space was both interactive and Instagramable.
Visitors had an opportunity to add their own colour to the game by colouring a mural featuring the newest P.L. Rolando campaign illustrations. They could also experience Fila tennis moments via a multimedia archive gallery wall, relaxed in the Bleacher Lounge, or play a game of table tennis, enjoy Italian drinks and bites at the Backhand Bar and participate in additional programming activities. throughout the weekend – apart from buying special-edition P.L. Rolando apparel.