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K-Pop Group BTS Reportedly Ends PUMA Endorsement, Signs with FILA

Date: July 26 2019

By: Minh Vuong

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South Korean K-pop group BTS, aka Bangtan Boys, have reportedly signed a new endorsement deal with FILA, ending a five-year partnership with PUMA.

According to entertainment website allkpop, an industry insider revealed the boy band did not renew their contract with the German sportswear giant, instead opting for the FILA deal that met ‘jaw-dropping conditions and treatment promised’.

BTS had a number of colabs and SMUs with the Big Cat, but alas that may no longer be the case. If this new FILA deal is in fact real, it’s only a matter of time before we see the first joint effort.

Despite FILA being founded in Italy, the heritage sportswear brand has been owned and based in South Korea since 2007, which perhaps makes the BTS connection a bit clearer. Stay tuned to Sneaker Freaker for more K-pop sneaker news!

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