Fila announces new collections, activations for 2024 BNP Paribas Open

Fila, the BNP Paribas Open's official apparel and footwear supplier, will once against have a big presence at Indian Wells.

The brand recently unveiled its Axilus 3 Energized shoe, which, per a news release was "designed with feedback from [Fila's] sponsored athletes to meet the highest standards of agility and comfort," as well as its Tie Breaker apparel collection for this year's tournament, which begins with qualifying on March 3.

Worn by players including Emma Navarro, Brandon Nakashima and Barbora Krejcikova, the collection "introduces a palette of cool tones that beautifully contrast the desert backdrop, featuring sleek designs across both men’s and women’s apparel styles."

Shelby Rogers and Reilly Opelka joined Nakashima and Navarro in modeling the collection for Fila, and it largely features cool turquoise, jet black and bright yellow tones. The outlier is a kit modeled by Rogers, which comes in a muted gray color with whisps of darker gray ribboned down the front.

Fila has has a long-running partnership with the year's first combined ATP and WTA 1000-level event, and announced a multi-year extension to that agreement in 2019.

But Fila's presence at the tournament is not just connected to merchandise, as the brand will also host autograph sessions, have a dedicated giveaway day during the first weekend, and have a live DJ stationed at its flagship on-site store. On March 8, the retailer will also host a live panel discussion with female leaders titled, "Inspiring the Next Generation," where they'll share their experiences in a roundtable discussion in celebration of International Women's Day.

The brand is also the title sponsor of the Fila International Junior Championships, a top-level junior event where the boys' and girls' singles champions can earn a wildcard into the 2025 tournament, and donates tickets to area high-school tennis teams.