BELLE Phillips Co Founded A Joint Venture

As the largest shoe fashion brand and sports brand retailer in China, the Belle International Holdings Ltd set up a joint venture with FILA group in the proportion of 85:15 in August 2007. The joint venture acquired FILA brand ownership in mainland China, Hongkong and Macao, and in January 1, 2008, fiil Sports Co., Ltd. was set up in Shanghai to fully take charge of product planning, brand promotion and market operation in mainland China, Hongkong and Macao.

Recently, the Italy sports brand officially signed the Wimbledon Tennis Championships, one of the four Grand Slam tournaments, to become the official footwear sponsor of the event.

The 5 year sponsorship agreement will be from 2008 to 2012. During this period, FILA will provide tennis shoes series with tennis professional performance and fashion sports for Wimbledon.

The collaboration with Wimbledon is part of FILA's global tennis strategy and continuous investment.

From 70s's Berg to the new generation of Kuznetsova, schawei, Tu Sarnoff, Piper, Tu Sarnoff and Andreas, M. has been working with top tennis players.

FILA will introduce the brand new Fila Alfa series tennis shoes specially for Wimbledon. This new shoe's outstanding configuration will ensure comfortable and continuous performance.

Hard floor tennis shoes and lawn tennis shoes are also listed on two.

"Tennis has always been an integral part of the history of FILA," said Marc Travis, UK's marketing manager. "This cooperation with the The Racquet Club Hotel will help the future development of sports in the field of FILA."

In 2008, FILA entered the Wimbledon for thirty-fifth years. Along the way, FILA was printed with countless historical footprints.

Robert McCowen, marketing director of the all England Lawn Tennis and Croquet Club, said: "the British club is very happy to cooperate with FILA, which has a strong relationship with Wimbledon.

Both sides are very excited to launch the FILA / Wimbledon cooperative brand tennis shoes worldwide.

Fei Le Sports Co., Ltd. also expressed great pleasure in the cooperation between FIE and Wimbledon.

As part of the long-term development plan of FILA brand, FILA will combine the international market position of FILA brand and the local market environment to launch a new brand positioning and image in the near future to revive the brand from Italy.

Background: FILA brand was founded by Fila brothers in 1911 in Italy BIELLA, initially a family textile enterprise. In 70s, FILA began to turn to sportswear, and laid a solid position in the field of high-end sports and leisure brands.

The design of FILA has inherited the Italian classical style. It combines the art with the spirit of sports. It has developed a unique high quality sportswear, covering the series of Italian classics, retro series, and tennis, yoga, golf, skiing and so on.

For more details, please contact Cai Hui: +86-21-5179-3413: joy.cai@fila-china.com.cn