Sportswear brand Fila opens branded hotel in Shanghai

(CNN) — Fila is putting leisure into athleisure with news that the company will open a branded hotel in Shanghai in 2024.

The Italian-founded sportswear company is partnering with Hyatt on the concept of a lifestyle hotel, to be called Fila House.

“Not only will the hotel be a unique expression of Fila’s history, culture, products and fashion trends, but we believe the experience of the young-at-heart JdV by Hyatt brand will be a fitting reflection of Fila’s spirit of vitality,” Brian Yiu, CEO of Fila China, said in a press release.

Hyatt’s JdV brand is synonymous with “joie de vivre”. It is a collection of independent hotels managed and marketed by Hyatt. These hotels cater to younger consumers and are known to accept dogs.

There are also JdV hotels in Rome, Chicago and Toronto.

The InterContinental Shanghai Wonderland Hotel is the world’s first “land-scraper” hotel.

Fila House will be located in West Hongqiao business district in Shanghai. It won’t be the first JdV property in China, however – that honor goes to the BEI Zhaolong Hotel in Beijing.

So far, there’s no preview of what the hotel’s interiors will look like, but it’s a safe bet there will be Fila logos and red and navy brand colors throughout.

Shanghai’s hotel scene continues to grow.

About 20 miles southwest of the city, the InterContinental Shanghai Wonderland is a “land-scraper,” aka a hotel built inside a quarry. Sixteen of its 18 floors are below ground.
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