After Ten Years Of Silence, FILA Has Released Its Brand New Trend Sports Brand.

After ten years of relative silence in Europe, FILA, a fashionable sports brand from Italy, has returned to the spotlight and will hold its first fashion show in Milan fashion week this September. Last week, the brand also released its brand new trend sports brand FILA FUSION.

In fact, recently walking in the street can clearly feel that more and more young people wear FILA. This sport brand with a history of 100 years has become a hot cake for everyone to compete with fashion. Some people will ask, is this the FILA we knew at the beginning?

FILA1911 was founded in Italy. From its original family textile business to the world's leading sports brand in 1970s, its product line includes golf, tennis, fitness, yoga, running and skiing, and invites Japanese designer Yi Xin to design the red and blue F- box Logo.

At the very beginning, FILA publicize herself by sponsoring athletes, sponsoring tennis player Bj o RN Borg, who was once known as the Swedish champion, and went to Mount Qomolangma's Reinhold Messner and NBA star Grant Hill without oxygen supply.

In the United States, China and South Korea, FILA brands are directly responsible for the production and operation of local brands, and are sold through 37 authorized distributors in 70 countries and regions around the world. But in 2005, FILA entered the Chinese market, and the development was not smooth enough to open up the huge potential consumer market.

In 2009, Anta officially launched a multi brand strategy, which took HK $600 million from BELLE international to win FILA's franchise and trademark rights in China, and was responsible for the promotion and distribution of FILA products in mainland China, Hongkong and Macao. In the past 2008, Anta's earnings were not ideal, and even sold three international brands, Adidas, Reebok and Kappa.

After the acquisition of FILA, Anta began to adjust its brand management strategy. Instead of persisting in moving to a single sport style, instead of mining FILA's fashion and leisure genes, brand focused consumers are positioned among young people aged 20 to 35, hoping to reflect their lifestyle, both as sportswear and everyday wear. The brand spokesperson has also changed from athlete to entertainment star.

Today, FILA has become Anta's most successful takeover target. In 2017, the overall growth rate of FILA exceeded 50%, especially in the fourth quarter, reaching 85% to 90%. FILA's business accounted for more than 20% of the total revenue of the group.

In order to attract young consumers, FILA has also begun to enter the trend of the world in recent years. It has invited celebrities to endorse celebrities. Hiphop singers P Diddy, 2Pac, Notorious B.I.G and so on have all crossed FILA in public. At the same time, they have launched cross-border series with well-known designers such as Ginny Hilfiger, Jason Jason, and all kinds of big brands, all of which have gained a lot of fans and attention.

This year, FILA invited Wang BOYS of TF BOYS to become a brand new spokesperson. In the FILA FUSION that was launched recently, Wang Yuan cooperated with Wang Yuan to have a joint shoe MIND ZERO x ROY WANG. It seems that FILA's fashion road is taking a step forward. After all, catching young people, especially after 95 and 00, has become a major research topic for all major brands. Return to Sohu to see more