MAM
Hailey Bieber named FILA global brand ambassador
Mumbai: FILA has tapped Hailey Bieber as its new global brand ambassador. The model and entrepreneur first debuted in a FILA campaign in the fall of 2022. With this new multi-year partnership, Bieber will collaborate with FILA to design signature sportswear collections, with the first drop slated to launch in fall/winter 2024.
FILA built its legacy championing individuals who make their mark in sport, fashion, culture and beyond. Hailey has quickly cemented herself as a style icon and continues to provide her own unique interpretation of the brand’s most classic designs.
“I am grateful to expand my role with FILA, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” says Hailey Bieber. “I appreciate the brand’s Italian heritage and the eras of FILA fashion where I can continue to draw inspiration. I am excited to bring my own point of view to FILA’s iconic styles, as we work to create something special together.”
FILA is also releasing a new campaign where Bieber is joined by sponsored tennis player Reilly Opelka, as the company celebrates the 50th anniversary of its iconic F-Box logo. Introduced in 1973, when FILA first brought color to the tennis court, the logo is a symbol of FILA’s influence in sport and style and the legendary individuals who have represented the brand. As an athlete who pursues his passions in art and fashion off the court, Reilly transcends the game and embodies the brand’s spirit of boldness and creativity.
The new campaign was shot by Renell Medrano and styled by Bieber and Dani Michele. Bieber is seen in a range of styles from the F-Box Anniversary Collection, the brand’s new global assortment of women’s and men’s apparel. The imagery spotlights the versatility of the updated fashions, with designs to take wearers from court-to-street. The tennis-inspired pieces such as polo shirts, track suits, jackets, and crewnecks blend archival elements with a contemporary update. Select styles are adorned with a tennis racquet graphic print and classic stripes, primarily in the brand’s signature red, white and navy hues. Opelka is also featured in the new campaign, wearing a range of men’s matching sets.
“FILA style is reinterpreted every time tastemakers and game changers express their artistry and individualism through our designs,” says Metro Brands Limited senior vice president – marketing Deepika Deepti. “Hailey has been a supporter of the brand and we look forward to continuing our relationship together. Her impact on fashion and culture is undeniable and she brings an effortless and fresh new perspective to the brand.”
The FILA F-Box Anniversary collection is available 5 September onwards on FILA.CO.IN, including select styles as seen on Hailey and Reilly throughout the campaign.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
