FILA drops a new sneaker collaboration with the Notorious B.I.G.
The new sneakers feature the rapper’s signature crown motif on the tongue, along with the iconic baby photo from thealbum cover on the sock liner. The unisex shoes are packaged in a custom shoebox with custom wrapping paper, both adorned with elements of the original album art.
FILA says it worked directly with the Christoper Wallace Estate to get permission for the project. It then partnered with the branding and licensing agency, Merch Traffic, which owns the rights to the use of Biggie’s image. “We created this exclusive collection to honor a groundbreaking album, artist and pop culture icon who has left a lasting impact in the music world and beyond,” says Louis W. Colon III, VP of Heritage and Trend at FILA North America. “Partnering with the estate was key for this collaboration,” he stresses, adding that “Everyone involved is thrilled and excited about the collection as it honors Biggie’s legacy.
To further honor the late rapper’s memory, FILA is donating a pair of children’s sneakers to the Christopher Wallace Memorial Foundation, for every collaboration sneaker sold. FILA says the shoes will be distributed to schools and summer camps in Bedford-Stuyvesant, where Biggie was born and raised.. The collection will expand to select retailers on May 21st.
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