Home / Knowledge / News / Apparel/Garments / Fila celebrates 100th anniversary of the brand
Fila celebrates 100th anniversary of the brand
15
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.”


Must ReadView All

Pakistan govt notifies 50% duty drawback on exports

Textiles | On 21st Oct 2017

Pakistan govt notifies 50% duty drawback on exports

The Pakistan government has notified the ‘Duty Drawback of Taxes...

Ghana sets up task force to clamp down on textile piracy

Textiles | On 21st Oct 2017

Ghana sets up task force to clamp down on textile piracy

Ghana’s ministry of trade and industry has set up a taskforce to...

Courtesy: Coach

Fashion | On 21st Oct 2017

US company Coach to change name to Tapestry from Oct 31

Coach Inc., a New York-based house of modern luxury accessories and...

Interviews View All

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Victor Chao
Esmetex

‘In future, clothing boundary lines will become increasingly blurred.’

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.1%
No
12.9%
Skip
10.0%

Total Votes: 70

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.4%
No
28.6%
Skip
10.0%

Total Votes: 70

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.7%
No
10.0%
Skip
4.3%

Total Votes: 70

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.7%
No
11.4%
Skip
12.9%

Total Votes: 70


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search