Knock off, an Italian story. Le Disruptor FILA x ATYPICAL fake from Russia to Taiwan

“You know you are winning when you see you're being copied”
declared Robin Sharma.

This was the consolation with which the creatives of ATIPICI, an important national retail company with over seven stores in Northern Italy, reacted to the news of the plagiarism of its Disruptor The Candy Shop model created in collaboration with FILA.



The release of the two Disruptor Fila the 15 years of history of ATIPICI.

For the occasion, important creative work was carried out on the two models, characterized by two strongly identifying colourways : reflective details and colors that recall the classic ATIPICI logo in a college style for The Blueprint , pastel tones and pink and baby blue details reversed between one shoe and the other for The Candy Shop . It is precisely this last model, explicitly girly, that attracts the attention of a vast and distinctly international public.



Also contributing to celebrate the launch are the artworks by Larolagosta , a Portuguese sneakerhead and illustrator who has become famous on the web, created for the occasion.



And so it is that within a few days the release of the Candy Shop goes around the world, bouncing between Philippine, Korean, Thai and US blogs, and, on the official pages of FILA UK and FILA PH , the share of likes obtained by the posts increases tenfold published in that period.

The sneakers quickly sell out, leaving an unpredictable amount of girls around the world with a bad taste in their mouths.

And this is where, after a few months, the emergence of a series of clumsy copies of the original on Russian, Philippine and Chinese sites and pages comes into play.

The counterfeit Candy Shops are of various shapes but all equally approximate: dull palette that has nothing to do with the authentic pastel tones, swapped, replaced or distorted logos, completely different soles and boxes and a model often renamed as Cotton Candy.



The ATIPICI team, after the initial amazement, chooses to respond to the marketing of fake models with a re-issue in a very limited number, almost proud of the awareness that the victims of the knock off phenomenon , in addition to the famous Yeezy 350s and Air Jordans, are his Candy Shops also fell.





On July 20, 2019, the latest re-issue of the FILA x ATIPICI Disruptor was launched in its women's model enriched by a new logoed sole . Pre-orders sold like hot cakes; we recommend that you hurry to grab the last remaining numbers.

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The Disruptor Fila x ATYPICAL "The Candy Shop" are sold out