Italy's century-old fashion sports brand Fila will hold its first catwalk event in Milan Fashion Week in September

After a relatively quiet decade in Europe, Fila, a fashion sports brand that originated in Italy, returned to the spotlight. The brand will host its first fashion show at Milan Fashion Week in September this year, and will also host an exhibition at the Triennale Design Museum in Milan on September 19th.

The first show of Fila at Milan Fashion Week was designed by creative directors Antonino Ingrasciotta and Joseph Graesel, who previously worked as designers at Strenesse and Adidas Originals.

Gene Yoon, chairman of Fila's global board of directors, said: "The background of the two designers perfectly matches sports and fashion. We think this is the best time to break the rules and enter the fashion arena."

Gene Yoon said: "In the past few years, the fashion industry has shown great interest in Fila. Consumers are becoming more and more enthusiastic about sportswear, and this field has received a lot of attention." He added: "We I have already had interesting collaborations with some fashion brands and retailers, including Russian designer Gosha Rubchinskiy, New York designer Jason Wu and American youth clothing retailer Urban Outfitters. Working with them, we are pleasantly surprised to see the fashion of the Fila brand. potential."

Founded in 1911 by the Fila brothers in the small town of BIELLA, Italy, Fila was originally a family textile company focused on the underwear business. In 1973, Fila set foot in the field of sportswear and soon became a leading brand in tennis. Famous tennis players wearing Flia include Italian champion Adriano Panatta and Swedish ball king Bjorn Borg. Since then, Fila has entered different sports areas, including rock climbing, golf and skiing, and has sponsored athletes such as renowned mountaineer Reinhold Messner, three-time French Open champion Monica Seles and NBA star Grant Hill.

In 2007, the Fila brand was acquired by Korean partner Fila Korea. In 2011, Fila Korea also acquired Acushnet Holding Corp., which operates the top golf brands Titlest and Footjoy.

In the US, China and South Korea markets, the Fila brand is directly responsible for production and operation by local companies. In addition, Fila is sold through 37 authorized distributors in 70 countries and regions around the world.

In August 2009, ANTA Sports, which was listed in Hong Kong, acquired the trademark use rights and franchises of FILA owned by Belle International in China for RMB 332 million. By the end of 2017, Anta has operated 10,86 specialty stores in China, Hong Kong and Macau, as well as in Singapore (including Fila Kids' independent clothing store). According to CITIC Securities' report, Anta's FILA brand achieved a retail sales of approximately RMB 5 billion in 2017.

Currently, Fila operates in the European continent through an authorized distributor, Dosenbach-Ochsner. In 2016, Fila said that it expects annual sales in the European continent to grow at a rate of 10% per year and eventually reach 620 million euros in 2020. But with the return of the retro sportswear trend of the 1990s, Fila's growth may exceed expectations. Fila French regional manager Patrick Buffeteau said that sales of the brand in France increased from 10 million euros in 2017 to 37 million euros in 2018.

According to data released by Fila Korea, the group's sales (including Acushnet) in 2017 were approximately $2.3 billion and operating profit was $200 million.

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