FILA x Sanrio Collection Featuring Hello Kitty Launches at Urban Outfitters
Urban Outfitters presents the FILA x Sanrio collection featuring global pop icon Hello Kitty and her friends Keroppi, Chococat and Badtz-Maru. The brands’ newest campaign highlights a dual-gender assortment donning the signature FILA logo alongside the Sanrio characters. The collection, only available at Urban Outfitters, consists of women’s apparel and accessories featuring Hello Kitty, and men’s apparel incorporating Hello Kitty, as well as Keroppi, Chococat, and Badtz-Maru in a moto-themed setting.
“Hello Kitty has been a cultural icon for over 40 years,” said Colby Black, UO’s General Merchandise Manager of Men’s. “I have always been intrigued by the wide scope of consumer products that have integrated the story of Hello Kitty into their design aesthetic – from sandals, to coffee, to airplanes, and even microwaves. We were working on a new project with FILA for ComplexCon and just by chance had a phone call with Sanrio the same week. By the end of the conversation, we all agreed that this could be a perfect moment to align UO, FILA, and Sanrio. We are excited to present this one of kind, limited edition collection.”
“We are thrilled to add Hello Kitty into the mix for our latest collaboration with Urban Outfitters,” said Danny Lieberman, Senior Vice President of Apparel at FILA North America. “We’ve created an exclusive set of styles that playfully fuse FILA’s iconic logo with Sanrio’s most beloved characters.”
The 8-piece Women’s assortment includes a hoodie, long-sleeve tee, short-sleeve tee, polo shirt, shorts and a skirt, as well as a bandana and bucket hat. The Men’s collection consists of a short-sleeve tee, long-sleeve tee, pullover sweatshirt, zip jacket and matching joggers, and a mesh jersey shirt. Both the women’s and men’s pieces have a sporty, whimsical take – with women’s styles pulling inspiration from classic tennis silhouettes and men’s from motocross gear. Prices range from $20 to $119 USD.
To launch the collection, the brands hosted an event at Urban Outfitters’ Space 15 Twenty in Los Angeles on November 9th. The event featured a live performance by Los Angeles-based recording artist, Buddy, who performed music off of his recently released EP Magnolia. To open the show, there was a set by DJs and twin sisters SimiHaze. Buddy, Simi, and Haze also serve as the faces of the editorial campaign.
The FILA x Sanrio collection is available select Urban Outfitters stores in North America and Europe, as well as online at urbanoutfitters.com and urbanoutfitters.eu, and will also live across all UO social and web platforms.