Home Hotels Hyatt Announces Plan For New Brand of Hotels

Hyatt Announces Plan For New Brand of Hotels

by SharonKurheg

Hyatt Hotels Corporation and ANTA Sports Products Co., Ltd. (ANTA Group) have announced a partnership for a new hotel brand under the Hyatt umbrella.

Shanghai will be the home of the world’s first FILA-branded hotel, which will be named FILA HOUSE Shanghai. It will be part of the JdV by Hyatt collection.

FILA is a global sports brand that was created in Piedmont, Italy in 1911. It’s known for its fusion of fitness and fashion. In China, the brand is owned and managed by ANTA, one of the country’s biggest sports equipment multinational corporations.

The evolution of FILA HOUSE Shanghai will be the first time FILA China will extend its brand into the hotel industry. The partnership arrived because FILA’s vision for this hotel aligns with the spirit of the JdV by Hyatt brand.

Employing the brand’s namesake of “joie de vivre” (rough translation: “cheerful enjoyment of life”), the JdV by Hyatt brand has a collection of independent properties that each reflect the vibrant neighborhoods they respectively call home. JdV by Hyatt guest rooms are designed with personality, including bold, bright colors and a playful and uplifting vibe. The combination of this with the FILA brand’s free-spirited attitude and legacy of style designed for life in motion, will clear the path for FILA HOUSE’s hotel brand to create one-of-a-kind experiences that appeal to today’s younger travelers who seek to live in the moment.

Stephen Ho, president of growth and operations, Asia Pacific for Hyatt, said, “We are thrilled to be working with ANTA Group and FILA China to develop the first FILA HOUSE hotel in the world. We look forward to welcoming guests, locals and a new generation of FILA fans with the JdV by Hyatt brand’s inclusive, heartfelt and joy-driven service.”

Brian Yiu, CEO of FILA China, said, “We are excited to be collaborating with Hyatt on the world’s first FILA-branded lifestyle hotel. Not only will the hotel be a unique expression of FILA’s history, culture, products and fashion trends, we believe that the young-at-heart JdV by Hyatt brand experience will be a fitting reflection of FILA’s spirit of vitality.”

FILA HOUSE Shanghai will be developed as part of the new Shanghai headquarters of ANTA Group in Shanghai’s West Hongqiao Business District. This area has been establishing itself as a center of Shanghai international trade, complete with excellent transportation links and a vibrant business and industry communities. Located across five independent buildings, housing headquarter office, shops, food and beverage outlets, the unique eco-friendly headquarters complex is envisioned to be a destination for sports retail as well as a space to showcase the latest trends in sports apparel. The complex, including FILA HOUSE Shanghai, is expected to open by 2024.

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