Founded 1911
Fila
Italian sportswear brand's streetwear renaissance
Fila was once known for tennis whites and classic sportswear before fading into obscurity in the early 2000s. Its revival was fueled by nostalgia for 90s fashion and strategic collaborations with hip-hop artists and streetwear labels.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1911
Founded
Italian textile origins
1973
Tennis Breakthrough
Björn Borg endorsement
1990s
Peak Popularity
Grant Hill signature line
2000s
Decline
Loss of cultural relevance
2017
Streetwear Revival
Disruptor sneakers trend
2024
Global Expansion
Collaborations with luxury brands