Fila is an Italian sportswear company founded in 1911 that designs shoes and apparel. It was sold to US and South Korean companies in the 2000s. Fila focuses on sneakers, tennis apparel, and other athletic clothing. In recent years, Fila has tried to make a fashion comeback by collaborating with designers and holding runway shows. It aims to capitalize on the vintage sportswear trend while expanding its brand image. Fila sees opportunities to regain relevance after focusing primarily on tennis for decades.

1. FILA
NAME :- SHILPA S RATHOD
ROLL NO :- 203663
SY.BCOM DIV :- B
SUBJECT :- FOUNDATION COURSE

3. Introduction
Fila Holdings Corp. (Fila) is a sportswear manufacturer that designs shoes and apparel founded
by Ettore and Giansevero Fila in 1911 in Biella, Piedmont, Italy. In 2003, it was sold to United
States-based Sports Brand International. And subsequently in 2007, it was sold to Fila Korea, its
South Korean division.In September 2010, it launched its initial public offering on the Korea
Exchange.
Through its subsidiary Magnus Holdings Co., Ltd, Fila Holdings owns a 52% stake in Acushnet
Company. Fila Holdings' largest shareholders include Piemonte Co., Ltd at around 20%, Fila
Holdings at 20%, and South Korea's National Pension Service at around 13%.Gene Yoon (Yoon
Yoon-su), who owns a 75% stake in Piemonte, serves as the chairman of Fila Holdings. The chief
executive officer is Yoon Keun-chang. Fila has offices in 11 countries globally.

4. Types
✓Sneakers.
✓Ray Tracer.
✓Panache.
✓Uproot.
✓FILA Ray.
✓Original Fitness.
✓Pickleball.

5. Importance
Last month, the Italian sportswear brand Fila staged its very first runway show for Milan Fashion Week. Antonino
Ingrasciotta and Joseph Graesel, the brand’s creative directors, delivered a very safe collection. There were hints
of Fila’s nineteen-seventies tennis heritage—polos with napkin-sized collars—alongside billowy suits paired with
sneakers. It was a show given by a label that is cashing in on recently built-up capital in the vintage market.
Fashion folks continue to dig through their closets for old sportswear, and Fila, which first underwent a revival in
niche communities, is now trying to see how far its image can stretch.
At the last Milan Fashion Week, Fila made an appearance when the Instagram artist Hey Reilly repurposed its
distinctive font in a “tongue-in-cheek” collaboration with Fendi. In 2015, Fila’s London team approached the
Russian designer Gosha Rubchinskiy, who is known for his high-end spin on post-Soviet youth attire. Rubchinskiy
produced a hoodie with a giant Fila logo and a muted-gray revisions of the company’s original tennis shoe and its
low-top T-1 sneakers. The collaboration marked Fila’s return to the fashion mainstream after more than a decade
of irrelevance. Fila wasn’t the first nineties brand to stage a runway revival or bring in a high-profile creative
partner—Calvin Klein and Reebok have similarly reintroduced themselves—but the company saw enough other
brands find success to know that this is a potential path to renewed relevance.

6. For its first fifty years, Fila was content to make basic knitwear its primary focus. Then, in
1971, Fila hired the designer Pierluigi Rolando, who was tasked with getting the company
into tennis apparel. The same year, Adidas had reached out to the tennis pro Stan Smith,
the world’s top-ranked men’s player, about an all-leather shoe that would bear his name.
His signature shoe remains popular nearly half a century later. Rolando débuted Fila’s
famous split-“F” logo in a tennis collection in 1973. In 1975, Fila landed its own tennis star,
the Swedish player Björn Borg, who sported the company’s logo on polo shirts and jackets,
which soon were selling well enough to give the company a foothold in the burgeoning
sportswear market.
Through the nineteen-eighties, the brand stuck mostly to tennis. Its tracksuit traded on the
exclusivity of the tennis clubs that were then the brand’s core market. The tracksuit could be
seen on up-and-coming rappers, such as LL Cool J, who, along with Run D.M.C. and their
song “My Adidas,” helped nationalize the adoption of what were at the time still boutique
clothing brands. “A lot of those were high-ticket priced and were never targeted to young
urban males, but they adopted it to be a part of their culture,” Louis Colon III, the vice-
president of heritage and trends at Fila, said.

7. Features
The list that follows are the technologies that gives Fila shoes the abilities
that they possess.
•EVA Cushioning. Many types of EVA cushioning are out there in the market, but none of these
variations provides the feel that accompanies an authentic one. ...
•Memory Foam Insole. ...
•Coolmax. ...
•Trail Outsole. ...
•DLS Foam Outsole.

8. Objectives
The Quality objectives that FILA sets out in this Policy are:
•PEOPLE: objectives that pursue social equality, the well being of workers, respect for
human rights and that ensure correctness, transparency and legality in relations with
other parties;
•PLANET: objectives that ensure respect for the environment and environmental
legislation;
•PROFIT: objectives that ensure economic prosperity, technological innovation in
processes and product quality.

10. Profit
The group's revenue for the six months ending June 30 this year has decreased by 1 percent
year-on-year to 14.67 billion yuan ($2.13 billion). The revenue of its main brand Anta declined
by 10.7 percent to 6.78 billion yuan, while Fila maintained its revenue growth, increasing 9.4
percent to 7.15 billion yuan.

11. Conclusion
•Not present in the right platform
•Considered an old brand by the young target
•Connected with parents and childhood sports experience especially tennis.
•No direct sales
•No presence in common distribution channels
•Heritage and Know-how are present

12. Thank you for your attention