Fila Sneakers

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.

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