In 2009, Anta announced the acquisition of Fila for 332 million yuan, which was responsible for the promotion and distribution of Fila's products with Chinese trademarks in Chinese mainland, Hongkong and Macau. In the next decade, Anta turned Fila into a profit step by step, and Fila also helped Anta's market value exceed 100 billion, becoming the second largest sportswear brand in the world after Nike.
As the most artistic brand in sports field, Le Fei has an innate fashion advantage. Under the current situation that domestic sports brand design is generally weak and national aesthetic requirements are higher, Fila with high value begins to stand out. In terms of product design, Le Fei attaches great importance to innovation, and constantly introduces fashion elements into the sports field, closely catering to personalized and trendy consumer demand.
Fila catered to the popular style of "old shoes" and launched Subverter 2, which was selected as "Footwear News 20 18 Footwear of the Year". Stan Smith, whose influence is comparable to Adidas, is an excellent case of combining brand culture with fashion and quickly responding to seize the market.
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In September 2005, Feile brand was first introduced to China market by United Asia, and the first flagship store of Feile opened in Shanghai in 2006. In the second half of 2007, Feile transferred all the rights and interests of Feile brand in China (including Hongkong and Macau) to Belle International for US$ 48 million.
As a fashion sports brand, Feile is no stranger to consumers in China. Feile'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 away from convention, Feile constantly meets the needs of different consumers with its innovative and design-oriented products. The cutting-edge original products in the past have become Jin Dian today.
In China, Feile will continue FlLA's enterprising style and create a brand image of fashion sports famous for its cutting-edge style. At the same time, Philo will provide tennis, fitness, Italian classics and sports inspiration in China to meet the needs of different customers.