How Does A Century Old FILA Experience "Inverse Growth"?

Under normal circumstances, the two events of "long history" and "inverse growth" are mutually exclusive and closely related.

"A long history" means rich and varied heritage. It is inevitable to follow the rules and regulations. "Reverse growth" requires breaking stereotypes and constraints, seeking breakthroughs and subversion without boundaries. But from another perspective, if there is no accumulation of long history, how can we talk about "inverse growth"?

A century old FILA, started from a small knitwear manufacturer in Italy, and then focused on functional sports apparel including tennis, swimming, skiing and basketball in the decades of development. It has become a world-famous sports brand, and has become more and more fashionable after the promotion of "100 years old brand". Not only has it joined hands, but also successfully became the first full sports brand to launch on the stage of fashion week last year.

How did all kinds of "inverse growth" take place? How did they jointly portray FILA's multicultural culture?

To see clearly the history, cultural accumulation and style evolution of FILA over the past century, the best way is to open its encyclopedia, while FILA chooses to use a museum, FILA BIELLAMUSEUM, to present the "history encyclopedia" more comprehensively and comprehensively. It contains not only the FILA you know, but also the FILA you don't know.

FILA BIELLA MUSEUM is located in the city of Piemonte, Italy. It's not only because FILA started here in 1911, but also because this small town has gathered many world-renowned fabrics and garment manufacturers to produce pure Italy manufacturing.

The whole museum has more than 45000 collections, including the precious materials such as Samples, manuscripts, pictures, videos, marketing materials, etc. since the inception of the brand. Even if you have enough time to count them carefully, you should not have the strength to see them all. So here is a brief review of its history and culture based on several keywords in the process of FILA growth.

If you don't see enough, you can only have the chance to visit BIELLA in person.

Tennis rooted in brand DNA

Although sports brands aim at "all-round development", they also have their own strengths.

Speaking of FILA, we will think of tennis, and think of the Swedish tennis star Bj o RN Borg's signature hair belt and FILA suit, and think of the whole Wes FILA movie tennis genius son in the Wes Anderson movie genius family.

"Tennis is very important to FILA. It sets the whole tone of FILA.

FILA is the first brand to bring color to tennis courts through the White Line series.

"FILA BIELLA MUSEUM director Annalisa said.

From the beginning of the Vitoria era, tennis began to have the label of "aristocratic exclusive", and the dirty white clothes were the symbol of the rich. So for a long time, the aristocrats on the tennis courts became popular in white clothes, and Wimbledon set the rules of "All White competition dress" in 1890.

This rule was not broken until the popularity of Bj RN Borg in 1970s. Color Track Suit, colored striped clothing and hair belt were also popular from tennis court to Bj daily rnBorg. Meanwhile, other tennis players slowly abandoned the all white sports suit.

With FILA spokesperson Bj o RN Borg riding the tennis court to become legendary, FILA also redefined the tennis dress, and gradually laid the status and brand tone in tennis.

Comprehensive development of various sports

In addition to making great achievements in tennis courts, FILA also left behind many sports events.

FILA BIELLA MUSEUM is well preserved for FILA's rich products and brilliant moments in basketball, skiing, swimming, sailing, racing, soccer and other sports.

According to the technical requirements of different sports, FILA inject different technology and performance into different sports apparel, which helps athletes who wear them get excellent results on the field.

In the history of FILA, the signature shoe Grant Hill 1, designed for the star Grant Hill, is most special in the eyes of Annalisa, "because it sold about 2 million pairs in total, which is a great success for FILA".

Sports brand with many sub cultural experiences

In the age of Bj RN Borg wearing FILA, it was also the period when soccer hooligan subculture Casuals swept from the British Isles to the European continent.

At that time, "Made inItaly" became a symbol of high quality with its excellent design, fabric and technology. It was like iPhone's status in the field of mobile phone. Although it also represented the high price, all Europeans were longing for "Made inItaly".

Because Casuals has the opportunity to follow their own team to expedition to the European continent. As a traditional football power, Italy often ushered in fans from other European countries. Fans from all over the world came to cheer on the Italy brand.

So during that time, many Italy sports brands including FILA were highly sought after by Casuals.

In this way, after word of mouth, FILA and other Italy brands have become the symbolic dress of Casuals youth culture in the UK. Rebellious football youths are proud of wearing FILA, and set off a wave of trend.

In addition to Casuals, FILA has left a mark on the other side of the US Hip-Hop circle.

Because of the legendary Rapper TuPac relationship on the west coast, FILAGrant Hill 2 shoes become a hot shoe for hip-hop youths.

From Supreme to 3.1 Phillip Lim, uninterrupted.

Although it seems that the joint name has become a "daily operation", it is enough to attract the attention of the top Supreme.

And with Supreme, FILA was done in 2007.

The collaboration included a matching Track Suit, Polo shirt, hair band and wristband.

In addition to the trend brands, FILA has a wide range of partners, ranging from world-renowned beverage PEPSI, candy brand Chupa Chups to Sanrio with the lovely cartoon images including Hello Kitty, and active Betty. In recent years, cooperation with D-ANTIDOTE, Gosha Rubchinskiy, D-ANTIDOTE, and fashion brands has shown potential and potential in fashion.

Go up the exhibition booth and interpret "advanced sports fashion".

In September 2018, FILA launched a new series of "Milan style week" at home gate to combine its sportswear with High Fashion's most fashionable fashion elements in time, and extract the landmark elements of the centennial history to create a unique "advanced fashion fashion" to pay tribute to the brand's ICONIC moment. FILA

From the All White dress code, which has long occupied the tennis tournament, to the White Line series that accompanied Bj RN Borg to the summit, from the iconic red, white and blue colouring to various sportswear including swimming, mountaineering, racing cars, and the indispensable formal dress and evening dress design of the High Fashion show, and the evolution of the more fashionable shoes design, together interpreted the debut of the fashion week of FILA.

Through the above simple combing, it is easy to find that FILA, which has a century old history, has tried to achieve "reverse growth" through continuous self pformation and diversification, and has gradually grasped the fashionable and fashionable new design language besides consolidating its own "sports clothes".

What surprises will this "reverse growth" bring? FILA's "history encyclopedia" is still being updated.