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Posted 20 hours ago

Fila Men's F-13 M Fashion-Sneakers

£35.05£70.10Clearance
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About this deal

Fila’s reputation to anyone under the age of 30 has more to do with a sort of vague relevance in the fashion world. Today, it hangs on to the accidental success of a retro wave. Combining that hoops relevance to a connection with a superstar NBA player, Fila spends a few years just at the tipping point of massive success. Their earlier models, featuring a wearability and style profile akin to Nike’s Air Force 1, only amplify this effect. As such, this collection introduces to tennis a splash of color and flamboyance. Importantly, the whole collection features in relatively conservative finishes. Tennis, much like soccer, offers a naturally global fanbase. Since the beginning of the Grand Slam era, tennis brands often have a chance to meet the eyes of consumers in several continents, from the United States and the United Kingdom to Japan and Australia. Borg’s appearance means a lot to the visual development of the sport. His combination of undoubtedly European styling and the clean reputation contributes a special presence to the game.

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The tongue-in-cheek nature of this collection is evident from its name. Anyone who knows what the Fila logo looks like understands that limiting to White isn’t quite the brand’s style. Throughout the sport’s existence, most Grand Slam events expect and encourage participants to be in all-white attire. Though the clothing these athletes wear focuses intensely on freedom of movement and ventilation, tennis officials found themselves equally concerned with the sport’s image.

Of course, the numbers only get wilder from there. After decades of massive sales numbers, the staff total climbs to over 250 people. More importantly, Fila works their way to revenues numbering in the equivalent to nearly a billion euros. That love, that ambition to live up to lofty standards seems often to remain with brands. It guides their future, all the way from their past. The history of Fila is no different. Basketball explodes onto the scene as more than just a sport. The 90s, too many consumers, are the years when the game’s visual appeal – the style, the athleticism – really took a leap forward.

Local Roots, Global Ambitions: The History of Fila - Cult Edge Local Roots, Global Ambitions: The History of Fila - Cult Edge

Hill and Webber are, to the say the least, remarkably different athletes. But, they share an aspect that helps Fila’s marketing efforts. Both players represent a unique on-the-court flair that contributes to the game’s history. Fila’s ambitions initially center around producing quality wears for the founders’ fellow citizens. The small town of Biella holds a special place in its heart for the Italian brand, even after its transfer to Korean holding. Additionally, a lot of these Italian brands start out in a relatively remote part of the country, passionately crafting wears and goods for the people around them.

Though the signing of Grant Hill is arguably the brand’s most impressive achievement here, there is more. Fila becomes so popular among basketball circles in the 90s that names such as Chriss Webber – a Basketball Hall of Fame inductee – also join their roster. He effectively makes it ok to be bold and stylish in the perhaps the world’s most elitist sport. Fila has a big part in that happening. The White Line collection brings enough to this effort to inspire even wilder success throughout the 1970s.

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