MILAN, June 2 (Class Editori) — Fila debuts in Beijing with Fila Sport Fashion House, a new format and its biggest store in the Former Celestial Empire that presents itself as a trendy destination for the collections exhibited and as a reference point for young generations, also thanks to an entire area dedicated to Instagram. "Consumers are fond of the heritage of Fila, that since the 70s has accompanied great champions in their victories," Barbara Mora, Director of Global Marketing at Fila, explained to the daily ItaliaOggi. "At the same time, they appreciate new elements such as partnerships and capsule collections that the brand is introducing in the fashion industry too," she added.
Therefore, the Chinese three-floor store is a synthesis of all the sportswear collections, like the MSGM X Fila one dedicated to tennis. In particular, this sport is expanding all over Eastern Asia, including China and Korea, the country where in 1991 the entrepreneur Gene Yoon, former CEO of Fila Korea, acquired the brand once controlled by the American Group Sports Brand International, becoming an example of subsidiary which turns into a holding company after the purchase of Fila Global in 2007.
The brand relaunched by Yoon, who is an honorary citizen of Biella and during the pandemic helped the Piedmontese healthcare system, is active in 70 countries with several licensees, as in the PRC, where the project of the stores is headed by the local partner.
Based inside the APM Mall, the 1,700 sqms Beijing store merges success, local tradition and Italian style. Therefore, the typical Hutong pagoda-roof is reproduced in a decorative wall, while the rails of the Milanese underground connote the zone of the fitting rooms. The colors of Fila, the F-box logo of which was created in 1973 by Sergio Privitera, can be found in the picture that show the main successful moments of the brand, as the one that represents Björn Borg holding the trophy after winning Wimbledon final in 1980 against another tennis giant, John McEnroe, who wore Made-in-Italy clothes as well, designed by Sergio Tacchini.
The opening of the megastore is a further step forward in terms of style: in order to celebrate the 110th anniversary of Fila, the brand teamed up with Katie Grand, the founder of The Perfect Magazine, for a partnership which revisits the clothes from the archives launched during the Milan Fashion Week. "The most recent special editions include Acqua di Parma X Fila, MSGM X Fila and the partnership with Brooks Brothers for the US market," Mora added.
New generations of tennis players wearing the colors of the brand are the Australian Ashleigh Barty, the US Sofia Kenin, Reilly Opelka and John Isner, and the Argentinian Diego Schwartzman.
EU citizens still have to wait if they want to see Fila stores as the one in China in their countries: "Fila is sold by many licensees through a wholesale structure," Mora added, concluding that "by now, the implementation of the retail network is not scheduled".
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