Post by account_disabled on Mar 16, 2024 3:21:21 GMT
Fila invented Sports Marketing and now, after a long crisis, it is reconquering the sportswear market Way back in 1911, from Coggiola in the Valsessera Prealps in Piedmont, one of the most prestigious Italian sportswear brands launched itself into the international market, investing in Marketing and Sponsorships like no other Italian brand had ever done before, to the point of becoming a multinational today. Korean. The Fila brand had revolutionized the world of tennis by making Bjorn Borg , universally considered one of the tennis players who contributed most to the evolution of this sport, wear a t-shirt with colored friezes ; he dressed the extroverted Alberto Tomba , considered one of the greatest skiing specialists and the entire Italian Olympic team involved in Japan in the XVIII Winter Olympic Games in Nagano in 1998.
Although this jewel is no longer an Italian excellence (after all, I am not Find Your Phone Number surprised by the inability of our political class to defend Made in Italy and competition on international markets), this brand has been reborn after a long crisis thanks to the creativity and the ambition of Korean entrepreneurship, with a turnover of almost 710 million dollars in the second quarter of 2018. Sports marketing: why everyone wants Fila back A 107-year history, a global icon that is reconquering sports champions and the sportswear market, with investments and strategic activities of collaborations and co-branding, aimed not only at surviving but also at monetizing and thriving. The business of the new Korean ownership is in fact currently managed in over 70 countries around the world, with 37 licensees.
After a troubled period of decline, the brand chooses the Milan Fashion Week catwalk dedicated to spring-summer 2019 to show everyone that it has returned glorious and not quietly, given that it has adopted a policy of expansion, aiming high and setting a offensive game, in the name of the renewed growth of a trendy, highly technological and high-performance sports brand. Fila: in Korean hands since 2007 Since 2007 Fila, owned by the Korean entrepreneur Gene Yoon, based in Seoul but with a museum and a department in Biella, has been managing to revive the same style that had made it famous in the 70s and 80s, modifying the corporate image and repositioning its clothing products through pricing policies and partnerships with important fashion and lifestyle brands as well as with influential designers: from Jason Wu to Anna Sui, from Fendi to Gosha Rubchinskiy , who in turn gave life to contemporary garments with a sporty appeal, where the iconic Fila logo has been reinterpreted in new ways, consolidating it as an important player in the global streetwear market.
Although this jewel is no longer an Italian excellence (after all, I am not Find Your Phone Number surprised by the inability of our political class to defend Made in Italy and competition on international markets), this brand has been reborn after a long crisis thanks to the creativity and the ambition of Korean entrepreneurship, with a turnover of almost 710 million dollars in the second quarter of 2018. Sports marketing: why everyone wants Fila back A 107-year history, a global icon that is reconquering sports champions and the sportswear market, with investments and strategic activities of collaborations and co-branding, aimed not only at surviving but also at monetizing and thriving. The business of the new Korean ownership is in fact currently managed in over 70 countries around the world, with 37 licensees.
After a troubled period of decline, the brand chooses the Milan Fashion Week catwalk dedicated to spring-summer 2019 to show everyone that it has returned glorious and not quietly, given that it has adopted a policy of expansion, aiming high and setting a offensive game, in the name of the renewed growth of a trendy, highly technological and high-performance sports brand. Fila: in Korean hands since 2007 Since 2007 Fila, owned by the Korean entrepreneur Gene Yoon, based in Seoul but with a museum and a department in Biella, has been managing to revive the same style that had made it famous in the 70s and 80s, modifying the corporate image and repositioning its clothing products through pricing policies and partnerships with important fashion and lifestyle brands as well as with influential designers: from Jason Wu to Anna Sui, from Fendi to Gosha Rubchinskiy , who in turn gave life to contemporary garments with a sporty appeal, where the iconic Fila logo has been reinterpreted in new ways, consolidating it as an important player in the global streetwear market.