A sportswear brand FILA strengthens its commitment towards supporting emerging sports as the brand associates with The Monsoon Pickleball Championship organized by Global Sports in Mumbai, India.
To be held from 24th to 27th August 2023 at the NESCO Grounds in Goregaon East, Mumbai, the indoor championship anticipates over 450+ participants over a span of 4 days, thus setting the stage for a celebration of this sport.
FILA has believed that sport is more than just athleticism and competition, and the brand has identified sports and cultural events that work towards community building. After having built its reputation across various sporting disciplines including tennis, running and training, and a plethora of outdoor sports, FILA has been taking steps towards the growth of emerging sports as well, with ‘pickleball’ being one of them.
A hybrid of tennis, table tennis, and badminton, pickleball is a sport that has been witnessing growth across the world in the last few years. Due to its appeal across age groups, this sport provides an opportunity for community engagement, and hence globally, FILA has been working towards growing the game from the ground-up by providing footwear and apparel for pickleball players of all ages and abilities.
This global initiative has now extended to the Indian market as well. Thus, this collaboration between FILA and Global Sports as a part of their ongoing Pickleball Championship series marks a step forward in the brand’s commitment to supporting sports at the grassroots and nascent stage.
Alisha Malik, President, Sports Division, E-Commerce, and CRM at Metro Brands Limited, said, “As a brand, FILA has always been at the centre of sports culture. Pickleball is a new sport that has been gaining immense popularity in recent times. Being a relatively easy sport to understand, learn and play, it has a unique multi-generational appeal and can be taken up by people across various age groups.”
“Associating with Global Sports for their ongoing Pickleball Championship series has been a great way for us to reach out to a new and diverse audience and to engage with the community at large,” Malik added.