Competitive Edge - Sports & Entertainment Marketing News

Sportswear brand Fila opening hotel in Shanghai

Fila is putting the leisure in athleisure with the news that the company will be opening a branded hotel in Shanghai in 2024.

The athletic wear company founded in Italy is partnering with Hyatt on the lifestyle hotel concept, which will be called Fila House.

Click here to read the story at cnn.com.

Discussion Questions:

  1. What is branding?
  2. What is brand extension?
  3. How might this story represent an example of brand extension?
  4. What hotel brand is Fila partnering with for the new hotel in Shanghai?
  5. Why do you think they chose to partner with that brand? Why would that brand want to partner with Fila?
  6. What will the hotel be called, based on information from this story?
  7. Why would Fila want to open a hotel?
  8. Why do you think they chose to open the hotel in Shanghai?
  9. Do you think we will see other footwear brands engaging in a similar strategy and opening their own branded hotels? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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