By embracing the latest craze among China's young generation and having cross-over cooperation with world-renowned designers, Fila has gained awareness in the Chinese market, in which consumers can hardly relate the brand with one that was in deficit a dozen years ago. According to Yao Weixiong...
Set in the fictional Bellissimo Country Club, Fila’s latest ‘Bellissimo’ campaign from Sid Lee draws on heritage to reignite love for the athleisure brand. The campaign expresses Fila’s updated branding which both embraces the brand’s heritage and highlights a refreshed focus on combining styl...
Tennis is core to the Fila brand. Courtesy of Fila Klein said this focus on its Italian heritage is also being emphasized with the company’s wholesale partners. They include Nordstrom, Tennis-Warehouse, Academy Sports, Extra Butter and Wish, several of which are new accounts. “We’re ma...
“At the same time, there’s an opportunity to establish themselves in more of the mainstream market. Fila is hot and people recognise the brand, which gives them plenty of latitude to expand.” ADVERTISEMENT According to Yoon, the brand’s presence in Milan “isn’t a one-time occasion,...
HONG KONG: Belle International Holdings Limited, the country's leading women's footwear retailer, said yesterday it is selling its sportswear brand Fila franchises in the country to Anta Sports Products Limited, the leading mainland sportswear retailer, for at least 357.7 million yuan. The Shenzhen...
Global sportswear brand FILA has relaunched its flagship store in Shanghai, celebrating the opening of its largest retail space in Greater China. The upgraded venue in the Mosaic Shanghai mall on East Nanjing Road now covers 867 square metres on the two
However, when we sum up the success of Anta's multi brand strategy, we must also be soberly aware that not only in the Chinese market, FILA has also gained double growth in the past few years, which has important relations with the whole sports and leisure trend, its product positioning ...
In an environment in which athletic footwear as a whole was suffering from declining sales, Fila was hurt further by its failure to penetrate the mainstream U.S. suburban market. The fashion-oriented Fila brand had come to prominence in the urban market, but by the late 1990s urban tastes ...
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