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Fila is one of the
foremost sportswear and footwear brands with a global reputation.
Fila's most successful footwear categories include Fila tennis
shoes, Fila running shoes, Fila cross-trainers, and Fila basketball
shoes. Fila's strength lies in the company's long history at
delivering high performance products that enhance the athlete's
sporting pursuits and achievements.
Although the Fila company has long established itself as a
manufacturer of fine brand name garments, particularly knitwear and
underwear, since the 1920s, it was not until the mid-1970s that the
company began to take its present shape by marketing in sports
apparel. Endorsement deals with then top sports personalities like
tennis great Bjorn Borg led to a quick early success for the Fila
brand in the high end markets, particularly in tennis apparel and
skiwear. A decade on in the 80s, Fila shoes were starting to be
recognized as a sophisticated, albeit alternative European brand to
other established brand names on the market such as Nike, Puma and
Converse. Largely targeted at discerning high-end customers, Fila
sneakers were still more or less an afterthought in the makeup of
the company's business, of which the mainstays were tennis, ski and
swimwear.
All this was to change in the 90s following a shift in the company's
policy in focusing on sports shoes, aimed squarely at the US
consumer market, and in particular, a new stylish line of Fila
basketball shoes targeted at the urban communities. Again, lucrative
sponsorship deals with the basketball stars of the decade like Jerry
Stackhouse and Grant Hill helped made Fila into one of the fastest
growing footwear brands in USA by the mid 1990s.
Fila Sneakers & Fila Trainers: Men's Fila Shoes Online.
Popular Categories:
Fila tennis shoes, Fila trainers, Fila basketball shoes, and Fila
women's shoes.
Related Searches:
Fila footwear, Filashoes, Filasneakers, Fila F13, Fila boots, etc.
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