Fila is a global sportswear and footwear company known for its athletic apparel, shoes, and accessories. It operates in various markets worldwide, catering to sports enthusiasts and fashion-conscious consumers alike. The company has changed ownership over the years, with different entities owning and managing the brand’s operations and product lines.
Meaning and history
Fila, an Italian sportswear and footwear brand, has a rich history dating back to its founding in 1911 by the Fila brothers, Giansevero and Ettore, in the town of Biella, Italy. Initially, the company focused on producing high-quality textiles for the local townspeople.
In the 1970s, Fila transitioned into the sportswear and athletic footwear market. This strategic shift proved successful, and the brand became renowned for its innovative designs and high-performance athletic apparel. Fila gained recognition in tennis and basketball, thanks to endorsements from top athletes like tennis star Bjorn Borg and basketball player Grant Hill.
Throughout the 1980s and 1990s, Fila enjoyed tremendous growth in the sportswear industry, becoming a global player. The iconic “F” logo and bold designs were emblematic of the brand during this period. Fila also expanded its product range to include a wide array of sportswear, from tennis and basketball to golf and outdoor sports.
In the late 1990s, Fila faced financial difficulties, leading to a series of ownership changes. In 2003, Sports Brand International, a subsidiary of South Korean conglomerate Fila Korea, acquired the global Fila brand. Fila Korea’s ownership led to a revival of the brand’s fortunes, particularly in Asia.
Today, Fila continues to be a prominent player in the sportswear and fashion industry, with a strong presence in global markets, including the United States, Europe, and Asia. The brand has diversified its product offerings beyond sports and into lifestyle and streetwear, appealing to a broader consumer base. Fila’s legacy in sportswear, combined with its contemporary fashion appeal, continues to make it a recognized and respected name in the industry.
1973 – Today
The Fila logo has undergone several iterations. The original logo, often referred to as the F-box, featured a dark blue square containing the letter “F.” The rectangular frame gave the impression of a box, hence its initial moniker. The “F” in this version was divided into two parts: a red horizontal line with rounded corners at the top and a short, curved strip forming a right angle below, colored in blue for a striking contrast.
This emblem graced the apparel of renowned figures such as Swedish skier Jan Ingemar Stenmark, Italian mountaineer Reinhold Messner, and Swedish professional tennis player Bjorn Rune Borg. Fila signed contracts with these athletes and other prominent personalities as part of an extensive marketing campaign.
The current logo, introduced in the late 1980s, expanded on the original concept. It removed the quadrilateral frame and incorporated additional letters into the “F,” maintaining a similar stylistic approach. This led to the familiar brand name “FILA” in various color variations. At times, an abbreviated ‘F’ emblem without the square border is also used.