Fila has named Hailey Bieber its new global brand ambassador. The model debuted in an ad campaign for the brand in fall 2022 and has now entered a multiyear partnership in which she will collaborate with Fila to design signature sportswear collections. The first collaborative offer will drop ahead of fall 2024.

“I am grateful to expand my role with Fila, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” Bieber said in a statement. “I appreciate the brand’s Italian heritage and the eras of Fila Fashion where I can continue to draw inspiration. I am excited to bring my own point of view to Fila’s iconic styles, as we work to create something special together.”

On the heels of the announcement, Fila has released a new campaign featuring Bieber alongside sponsored tennis player Reilly Opelka as the company celebrates the 50th anniversary of its F-Box logo.

The logo was introduced in 1973 when Fila first brought color to the tennis court. Their use of trademark colors of navy and white pushed the envelope at the time for the strictly all-white dress code standard for tennis.

The new campaign was shot by Renell Medrano and styled by Hailey and Dani Michele. Bieber is seen in a range of styles from the F-Box Anniversary Collection, the brand’s new global assortment of women’s and men’s apparel. The tennis-inspired pieces include polo shirts, tracksuits, jackets and crewnecks. Select styles are adorned with a tennis racquet graphic print and classic stripes, primarily in Fila’s signature red, white and navy hues. Reilly is also featured in the new campaign, wearing a range of men’s matching sets.

“Fila style is iconic and tastemakers and game changers express their artistry and individualism through our designs,” said Gene Yoon, global chairman at Fila, in a statement. “Hailey has been a supporter of the brand and we look forward to continuing our relationship together. Her impact on Fashion and culture is undeniable and she brings an effortless and fresh new perspective to the brand.”

The F-Box collection is now available on fila.com.