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.
- What is branding?
- What is brand extension?
- How might this story represent an example of brand extension?
- What hotel brand is Fila partnering with for the new hotel in Shanghai?
- Why do you think they chose to partner with that brand? Why would that brand want to partner with Fila?
- What will the hotel be called, based on information from this story?
- Why would Fila want to open a hotel?
- Why do you think they chose to open the hotel in Shanghai?
- Do you think we will see other footwear brands engaging in a similar strategy and opening their own branded hotels? Why or why not?