The history of Fila is quite extensive. The brand signs an endorsement deal for Grant Hill, a young guard with the Detroit Pistons, who has spent much of his early career comparing himself to Michael Jordan.
Fila is a combination of her hoops knowledge and her connection with a star NBA player. She spends several years at the tipping point for great success. Fila’s earlier models, which have a style profile and wearability similar to Nike’s Air Force 1 only amplify this effect.
The question is: What happened? How could a brand with this kind of cache end up with such a low-key status?
The History Of Fila
This requires an exploration of Fila’s past to fully understand the situation. We will be exploring the history of this brand in Northern Italy’s Alps. Two brothers, from a small town called Biella, start with a simple idea.
Legend has it that the Fila brothers are the first to start the brand’s journey of becoming a producer of quality knitwear and underwear. Fila was founded in 1911 by two brothers who took inspiration from everything around them to create quality clothing.
This outfitting name is a way to express an Italian aesthetic. Every piece draws visual inspiration from the rolling hills around them and the gentle roar of the Mediterranean coast.
Fila has been a trusted brand for top-quality clothing for many years. The brothers decided to go bigger. Fila, in the name of expansion, forms a partnership to Maglificio Birellese in 1923. This effectively kicks off the Fila we now know.
This wasn’t just a company that made a few pieces of high-quality clothing. This partnership marks the first time Fila has aimed at the wider Italian fashion market.
In the years that follow, more effort was made to maintain the brand’s reputation as a premium and functional brand. This is a great habit that attracts many investors who want to share in the brand’s wild success.
Growth
Fila’s sales numbers have taken the family business beyond its home town, indicating that there is a need for the market. It feels like high fashion and Italy share a deep connection. This was true even in Fila’s early days.
However, the market for sportswear is still very fragmented. There are only a few options available to consumers in the 1940s. The brand responds by merging with Fratelli fila in 1942.
The Fratelli Fila is now a bigger company. They had been seeking ways to expand their business and become more involved in the sportswear industry. The merger unites the two companies and launches a major assault on this sector of the market.
The numbers get even wilder after that. The staff number reaches over 250 after decades of huge sales figures. Fila is able to generate revenues of nearly one billion euros.
This stretch of time is a huge success. The family brand manages to keep a high standard of quality and continues to grow in popularity. This is an important period in Fila’s journey into a specific segment of the global sportswear industry.
New Leadership
The sportswear market begins to experience more intense competition in the 70s. Although Fila had a significant share of the regional market in its early years, global sportswear soon becomes a booming industry.
The brand is now faced with a difficult decision. Fila needed to be able to keep their lofty ambitions alive by acquiring more power in the sportswear industry.
They do this in 1968. Enrico Frachey is hired by the company. Fila’s new chief director is a success. He brings with him all the talent he needs.
Frachey’s rise to prominence in the 1970s is evident. Fila is the first to make a splash in major sports endorsements. This route is a great way to get into the sportswear industry for a few reasons.
Like soccer, tennis has a worldwide fan base. Tennis brands have had the opportunity to reach consumers on many continents since the Grand Slam era.
It is easy to invest in tennis sponsorship. Fila is a great example of how to make a splash with this endeavor.
Climbing Ranks
1973 is a significant year in Fila’s history. Fila takes full advantage of the global tennis stage and all its viewers by doing something very clever.
Tennis is a sport that can be stifled by its own rules. Tennis has been very strict about its dress code. It’s not overstating it to say it rigid.
Grand Slam events have required that all-white attire be worn throughout the history of the sport. Tennis officials were equally concerned about the sport’s image, despite the fact that the clothing they wear is designed to allow for maximum movement and ventilation.
Fila, who is now in her 70s, steps in to make this a better place. Fila begins to produce signature gear and accessories after their official entry into the sport. They eventually release the White Line collection.
This collection’s tongue-in-cheek name reveals its tongue-in-cheek attitude. Anybody who has seen the Fila logo knows that it isn’t limiting to White.
This collection gives tennis a pop of color and flamboyance. The entire collection is finished in conservative colors.
The polo shirts remain true to their traditional form. Functional shorts are available. Even elite athletes require sweatpants or jackets. These world-class athletes had high standards for it.
A Legend Joins In
Just as the tennis world is starting to get a better look at Fila’s brand, one player endorses it. Bjorn Borg is one of the most famous and iconic names in tennis history and lends his name to the cause.
Of course, he is well-paid. It’s not hard to see why Fila considered him worthy of the entire fee. Borg was a popular figure in the 70’s and was crucial to Fila’s history.
Borg is the bridge between a simple persona and flamboyant expression. There are only a few players who can be better ambassadors for the game than Borg when it comes to PR.
Borg’s appearance is a significant contribution to the sport’s visual development. The combination of his European style and clean reputation adds an extra dimension to the game.
He makes it possible to be bold and fashionable in what is perhaps the most elite sport in the world. Fila plays a major role in this. This effort is made possible by the White Line collection, which has enough success to inspire even greater success in the 1970s.
Many fans flock to see Borg in action in the iconic Fila gear. Legends like Andre Aggasi admit that they spent a lot of their childhood admiring Borg’s style.
Continue Into The 90s
It’s easy to see this wave returning in the 1990s, keeping in mind the success of the 70s. Even though tennis is still very popular, another phenomenon begins to emerge.
Basketball is more than a sport. Too many people overlook the 90s as the time when basketball’s visual appeal, the style and athleticism really took a leap forward.
Cross-overs were common, behind-the back passes were common, and Michael Jordan was only getting started. There was much more to come. These developments have made Fila’s history a prominent one on and off the court.
Although Grant Hill’s signing is the most notable achievement of the brand, there are many more. Fila is so well-known in basketball circles of the 90s, that other names like Chriss Webber, a Basketball Hall of Fame Inductee, also join their roster.
Hill and Webber are not, to put it mildly, very different athletes. Fila’s marketing efforts are helped by the fact that they share a common trait. Each player brings a unique flair to the court that adds to the game’s history.
Hill’s early years are filled with lofty comparisons to Michael Jordan. Webber’s career adds excitement and dynamism in a sport that is often dull and static. Both are giants of basketball and have contributed to the history Fila shoes.
A New Relevance and The Future
Fila Disruptor Low sneakers are gaining popularity as performance models. The Disruptor Low was first popularized in the 90s by pop culture.
These shoes were worn by many people, even in pick-up games. Although you may not be able to see it, Fila’s importance achieved the rare distinction of two cultural impressions.
They are part of the reason why the company is still relevant among hip-hop moguls. This kind of reputation is earned.
Fila was founded with the goal of producing quality wears that would be appreciated by fellow citizens. Even after the brand’s transfer to Korean ownership, Biella still holds a special place for Fila.
For our purposes, however, it is important to recognize how far Fila’s history has come from its roots to international icon status. Fila hype is not only reserved for major sports, but also because of the brand’s century-long commitment towards quality.
This commitment is what the Fila brothers started with, so many years ago. It has remained with the company, despite all of the changes. Fila “coming back” is a sign of a quality in wears that is not surprising.
It is reasonable to expect that the future years will add to the rich history of Fila.
