Located on the ground floor of Dubai Mall, the new futuristic flagship store features an area of 158sq m.

Offering a stylish selection of clothing and footwear for men, women and children, the new store is the perfect go-to location for customers looking to purchase sportswear. The new store boasts a key location sitting across from the mall’s ice rink and is therefore expected to benefit from high numbers of foot fall.

The new store reflects the brand’s commitment to the philosophy of innovation and features unique and eye-catching characteristics including cutting-edge wall projection mapping, holograms and levitating footwear displays. Each of these features has been added into the store to elevate the customer experience, bringing an innovation edge to in-person shopping.

The store is completed with an apparel customisation station where customers can personalise their FILA purchases with FILA branded graphics that have been inspired by the Middle Eastern market. These graphics are exclusive to the new Dubai Mall flagship and again add a unique shopping experience.