FILA, whose Chinese name is Fila, was founded in the small town of Biella, Italy in 1911. Now a century-old sports fashion brand, FILA is a textile and knitting clothing brand founded by the FILA brothers.

The brand was founded in Italy by the Fila brothers in 1911 and has a history of nearly a hundred years. In the 1970s, Fila cooperated with the diversification strategy to expand its sportswear business. In the following years, it successively developed golf, tennis, fitness, yoga, running and skiing series, ultimately establishing its backbone position as a world-famous sports brand and is considered a representative of art and a model of luxury.

The perfect design and elegant lines demonstrate the artistic thinking of sports; exquisite craftsmanship and unique fabrics represent the brand's fashion model and highlight Fila's positive life attitude and elegant sports art.

Fila hired a Japanese designer to design the trademark in 1972. So the trademark with the letter F as the main element came out, and was greatly appreciated by the boss of Fila. This F letter is very creative, using beautiful and plump geometric patterns, with a strong artistic beauty, which is consistent with Italy's long-standing artistic atmosphere.

The background of FILA’s entry into the Chinese market

The FILA brand was first introduced to the Chinese market by Hong Kong Lien Asia in September 2005. In 2006, the first FILA flagship store opened in Shanghai. In the second half of 2007, FILA transferred all rights and interests of the FILA brand in China (including Hong Kong and Macau) to Belle International.

As a fashion sports brand, FILA is no stranger to Chinese consumers. FILA's fashionable and energetic image, novel design and high-quality products have left a deep impression on consumers. As a sports brand that constantly breaks the rules, FILA continues to meet the needs of different consumers with its innovative and design-rich products. The cutting-edge original products in the past have become today's golden classics.

FILA will also continue FlLA's enterprising style in China and create the image of a fashionable sports brand known for its cutting-edge style. At the same time, FILA provides tennis, fitness, Italian classics and sports-inspired sportswear in China to cater to The needs of different customers.

Reference for the above content: Baidu Encyclopedia—FILA