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| Fila Vintage |
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The clothing and sports apparel company Fila was created in Biella,
Italy, by the Fila brothers in 1911. They began by making clothes for
people in the Piedmont region of Italy, which lies in the foothills of
the Italian Alps. These days Fila is one of Europe’s top makers of
sportswear for men, women and children. Believe it or not, the company’s
most popular product in the early days was underwear. It wasn’t until
the 1970’s that they began to invest in sportswear.
The company’s men’s line includes footwear and apparel for use in sports
like running, tennis, basketball, golf, cross training and swimming.
Their most popular line is Fila Vintage, which was first made popular by
tennis superstar Bjorn Borg.
In fact, it was Borg who deserves most of the credit for making this
line famous. Whether he was holding court at Wimbledon or just working
up a sweat, Borg was rarely spotted without a Fila jacket or shirt. And
because Borg was one of the best players of his or any generation, all
of his competitors and admirers tried to imitate him, which meant
wearing Fila attire.
It was for this reason that Fila Vintage became inextricably linked with
the great sport of tennis in the minds’ of most consumers. Although this
strong association with only one sport could be viewed as a limiting
factor, it did help them become a global brand. For years, when it came
to tennis, there was Fila and there was everyone else.
The once tiny Italian company dominated the market the same way their
spokesman, Bjorn Borg, ruled the court. In fact, they are one of the
oldest sponsors of several major tennis tournaments, including the U.S.
Open.
Why Fila?
Like most companies that have humble origins, Fila found its niche and
ran with it. In their case, it was making clothing and footwear for the
elite athlete, not for the average consumer. It was only in later years
that consumers, wanting to emulate their sports idols, finally began to
catch on and made the company a worldwide name.
What is Fila Vintage?
Fila Vintage is one of the company’s top lines and it is essentially a
tribute or homage to their old lines of clothing, especially those worn
and made famous by Bjorn Borg.
Many of the shoes, shirts and workout attire featured in this collection
were first made famous in the 1970’s and 80’s. They include the brands
most famous shoes, the F13, Original Fitness Shoes, and Original Tennis
shoes. All of these shoes were first introduced in the late eighties and
remain some of the company’s top sellers.
Due in large part to Bjorn Borg, most of the clothing and apparel in the
Fila Vintage line are taken straight from the seventies. The bold
colours and retro look have been a hit with younger athletes and
consumers, especially in Europe.
In 2007, the company reached a licensing agreement with the Championship
at Wimbledon, which once again brings Fila back to its roots. It goes
almost without saying that Fila Vintage will play a prominent part in
all future tournaments.
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