The Italian sports brand includes Fila.

FILA is the earliest Italian sports brand. It began in 1911 as a textile and knitting clothing company founded by the FILA brothers in the small town of Biella, Italy.

In the 1970s, it began to turn to sportswear. First, it hired Japanese designers to design a trademark for FILA, using the F letter as the main element and boldly using red and blue contrasting patterns. Let ordinary tennis sportswear shine with intriguing artistic beauty.

In order to develop the global market, Fila began to sign athletes to manage the brand image. It has to be said that Fila's vision for signing star players is quite ruthless, and it is a bold decision to sign Fila's red and blue tennis uniforms on the tennis court.

In 1973, Fila signed former Swedish tennis player Bjorn Berg as its spokesperson. In Europe at that time, white clothes were a symbol of the aristocracy and the rich, and pure white was also used in tennis courts as a noble color.

In addition to white, there are no other colors of clothing seen on the court. Although the FILA series of tennis clothing gives people a visual sense of beauty, it has not yet been accepted by more people psychologically. When Bjorn Berg wore FILA tennis series clothing and won six consecutive French Open championships and five Wimbledon championships, FILA's clothing also followed with the aura of the champion. Anta acquires Fila:

In the ten years since Anta acquired Fila, it has not disclosed much about its operating information. Many people have also questioned Anta's financial data for this reason, believing that Fila's income is not transparent enough and may not operate as well as its previous old clubs.

Consumers at that time would only think that this was a brand new luxury brand. Anta's reshaping of Fila is to make it an independent segment, not just an Italian sports brand, let alone Anta's brand. This is the core element of Fila's turnaround.

At the same time, Anta deliberately maintains a distance from Fila in terms of brand image, and does not want its affordable prices to lower Fila's grade.

In addition, Anta has also reformed Fila from multiple dimensions such as business model and product design. In terms of business model, Anta has changed from the previous model of selling goods to dealers to direct brand sales in order to grasp consumer preference information more quickly.

In product design, Fila incorporates trendy design elements and focuses on the young market. The clear brand definition and close integration with fashion have allowed Fila to quickly open up the market among young people. At that time, young people were not proud to wear Adidas or Nike, but used Fila sports equipment as a basis for comparison.