Fila has teamed up with Nickelodeon to launch a larger-than-life Rugrats collection.
The sportswear giant and Viacom Nickelodeon Consumer Products have unveiled the Fila x Rugrats collection, spanning footwear, menswear and childrenswear apparel pieces that feature characters from the iconic 1990s cartoon series.
The series is, however, exclusive to the retailer Champs Sports.
There are three different special-edition sneaker styles in the collection. These include re-imagined versions of the Fila Disruptor 2, the Original Fitness Tape and the Ray Tracer, each branded with the label’s signature logo and the faces of Tommy, Chuckie and Angelica.
“When Rugrats launched in 1991 the series was an instant hit with audiences and became a groundbreaking phenomenon, spawning consumer products and blockbuster films,” said Jose Castro, senior VP, global collaborations and softlines, Viacom Nickelodeon Consumer Products, in a statement.
“Today, fans still have a connection to these characters and seeing Tommy, Chuckie and Angelica on Fila’s classic designs will be a treat for those who grew up with the series.”
The move comes ahead of the fourth big-screen adventure for the Rugrats, with a live-action movie slated for release in November 2020.
Cartoon characters have seen their stock rise as fashion icons lately, with multiple brands tapping into retro series for nostalgic footwear and clothing collaborations.
Disney character Mickey Mouse celebrated his 90th anniversary last year via a string of high-profile collaborations with Lacoste, Rag & Bone, Marc Jacobs, Opening Ceremony and many more, while the online fashion giant Asos unveiled a Simpsons-themed clothing range last year. – AFP Relaxnews