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Fila celebrates 100th anniversary of the brand
Jun '11
To honor the 100th anniversary of the brand in 2011, Fila has announced the addition of a multi-tiered marketing initiative to compliment the release of several anniversary commemorative Fila apparel and accessory collections. Featured is an interactive micro-site to go live the second week of June.

The team at Fila wanted to share the brand's vast history with Fila fans around the world by opening its Biella, Italy archives to display hundreds of items online, many of which are the iconic Fila designs responsible for transforming tennis apparel as well as injecting European high design into the global sports apparel industry. The site will also offer a chronological history of key moments starting at the time that Fila first entered the world of athletic apparel and footwear including images and videos of the sports figures who wore Fila to innumerable victories.

The commemorative site will also be a vehicle for design market research, conversations via social media, and to generate revenue through an e-commerce platform. When visiting www.fila.com, consumers will be able to choose whether to visit the “Fila Gear” or “Fila History” sections of the site. In the “History” section, for example, visitors will be able to select a decade and view Fila's athletes, ads, images, logos, commercials and legendary moments in the history of the Fila brand.

While today's Fila global design team seeks inspiration from its archives for future collections, the sheer breadth of the assets in the archives provides an excellent opportunity to create a truly interactive environment to display the enormity of the company's history and contribution to sports. In the “Gear” section, visitors will see a medley of historical, current and future products. When hovering over a particular image, visitors will be able to vote whether they would wear the product today.

After voting, a pop-up of the product appears with interesting information and the product's significance in Fila's history and how other people voted on the same product. For historical items, the e-commerce platform will suggest similar product currently available for purchase. The site will also be able to sort Gear by gender and product type. First launched in the US market, the commemorative website will also be customizable for each region around the world.

“It is an honor to recognize the founders of the Fila brand and the ingenuity of the people that helped strategically grow the brand beyond its beginnings in textile and manufacturing in Biella,” said Gene Yoon, Chairman of Fila. “As a vital part of Fila's 100 year anniversary, this micro-site will celebrate the Fila brothers' founding of the company and the rich history of the brand and its impact on style in the athletic market since 1973. The breadth of the archives speaks volumes to what the Fila brand has been able to accomplish worldwide over the last 100 years. We hope that visitors to the micro-site will be inspired by the heritage of Fila.”

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