Au sein de son futur siège social à Shanghai, le groupe Anta proposera un hôtel Fila House, en partenariat avec la marque JdV de Hyatt. Within its future headquarters in Shanghai, the Anta Group will offer a Fila House hotel, in partnership with Hyatt’s JdV brand.

At one time, there were “designer” hotels such as Armani or Bulgari. More recently, other big names have launched hotel variations such as Fauchon, Maisons du Monde and mk2

in France or Muji in Asia, with hotels in Beijing, Shenzhen and Tokyo. The sportswear brand Fila will soon be added to this list, with a hotel in Shanghai in partnership with the American group Hyatt. Well known to tennis fans, Fila was popularized by Bjorn Borg, Boris Becker or Monica Seles in their time, with Ashleigh Barty, Karolina Pliskova and Diego Schwartzmann taking over this role today.

Of Italian origin, this century-old brand went under the South Korean flag in 2007. And since 2009, the Chinese group Anta, specialized in sportswear, has acquired the management of the brand in its domestic market with the ambition to position Fila in the high-end segment. Anta intends to extend the “Live Your Elegance” brand concept with a hotel in its image in Shanghai, both lifestyle and upscale. This positioning is shared by JdV by Hyatt – JdV for “joie de vivre” – with its urban establishments that meet the expectations of new generations of travelers. Hence this perfect match. ” Not only will the hotel be a unique expression of Fila’s history, culture, products and fashion trends, but we believe that the JdV by Hyatt experience will be a fitting reflection of the spirit of vitality that our brand conveys

,” said Brian Yiu, CEO of FILA China.

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Expected to open in 2024, the future Fila House hotel will be integrated into the new headquarters that the Anta Group is developing in the rapidly expanding West Hongqiao business district. A complex spread over five buildings housing offices, stores, catering areas and, therefore, a hotel showroom for the sportswear brand.