Fila

Italian company specialized in sportswear, specifically clothing and shoes. It is a world leader with a turnover of 893 billion liras in 1998. The company’s history began in 1926 when it was established by the Fila brothers in Biella, one of the foremost textile-clothing areas in Italy. It manufactured men’s and women’s knitted underwear. Almost fifty years later, in 1973, the company expanded the range of its products to include clothing for active sports. It started with tennis, with T-shirts and shorts which immediately distinguished themselves in their shape and color from the traditional ones that were always white. The Fila tennis clothes were worn by Adriano Panatta, Bjorn Borg, and Guillermo Vilas. From tennis to skiing to track and field, and to all the other sports as well: over time, Fila would dress champions such as Ingmar Stenmark, Alberto Tomba, Boris Becker, Monica Seles, Deborah Compagnoni, Grant Hill, Fiona May, Paul Tergat, and Mike Powell. In 1984, the company began a second diversification: the manufacture of sports shoes which, since the 1990s, has been its most important business in terms of revenue. A key to Fila’s success is constant attention to costs, although not to the detriment of quality. In 1992, the Donna and Bambino lines were created and distributed. The group has 3,135 employees and operates all over the world with several brands, including Fila, Ciesse Piumini, Dorotennis, and Enyce. There are also numerous licensees who directly look after the design, production, and distribution of the Fila accessory lines for those categories of product that require specific knowledge and skills, such as eyewear (De Rigo), helmets (Piaggio), golf articles (Renaissance), and in-line skates (MGM). In recent years, the investment in new points-of-sale has been very consistent, with the opening of a new series of single-brand stores and corner shops.
The opening in Milan, in Piazzetta Liberty, of the big Fila Sport Life Store on four floors.
A partnership with Ferrari. The agreement for the Ferrari Collection brand is to last four years, with a renewal clause for four more.
The start of the “never-ending story” of Fila’s sale by HDP, with general managers taking turns and negotiations which involved, among others, Vanity Fair, Parker USA Continental, Golden Gate, and Nike.
A partnership with Ducati Corse for the sponsorship of Superbike and the Desmosedici Grand Prix. A two-year exclusive license (2003-2005) for the use of the Ducati Corse brand on Fila clothing, shoes, and accessories. For Autumn-Winter 2003-2004, two distinct sportswear collections inspired by motorbike racing.
A new line: Fila underwear.
Fila has 200 points-of-sale in Korea (since 1990), and 16 in Italy, plus 8 stores.
A return to the “historic” Fila-Fisi partnership (started during the 1990s). Beginning with the 2003-2004 season, it is to last four years and anticipates the development and supply of high-tech clothing for winter sports to 750 athletes. The opening of 13 points-of-sale in Italy, including Rome, Bari, Turin, and Cosenza.
The conclusion of the sale of Fila. The RCS Media Group (formerly HDP) sells Fila Holding (brands: Fila Nederland, Ciesse Piumini, Fila Sport, and Fila USA) to Sport Brands International (SBI), which is controlled by Cerberus, a private American investment fund. It pays $351 million inclusive of Fila’s financial debt from 1 January 2003. Fila confirms its intention to invest the remaining funds ($30 to $35 million) in the communication’s sector.
The baseball star Barry Bonds signs with Fila for a new pair of cross training shoes, the Bonds XT. The launch is in Chicago, at the All Star Game. The item is available in all 41 Foot-action stores all over the world.
The birth of the Fingerwatch, ideal for those who practice running at every level. It is available in three sizes and four colors.
The launch of a new project which sees the collaboration with Ducati for the creation of two new shoe models with a modern and aggressive design: the first to wear them are Loris Capirossi and Troy Bayliss during the MotoGp 2003 Race Championship. Agreement between Fila and FISI (Italian Winter Sports Association), thanks to which the company returns to the world of skiing, right at a moment of great attention to this sport. In Italy, the skiing program is rich and looks forward to the finals competitions for the World Cup 2004 in Sestrière, the World Championship in Bormio and Turin 2005, the Winter Olympics in 2006, and the Universal Games in 2007. Thanks to this agreement, the company will dress 750 athletes.
A change at the top for SBI, with the appointment as president and CEO of the 51 year-old Steve Wynne.