Encouraging ventilation and comfort, FILA's Breathable Quarter features lightweight and breathable mesh in the upper.
The Energized Rubber technology reduces impact while enhancing energy return, ensuring a relaxed and effective stride. Runners and athletes across a range of sports enjoy Fila's Energized Rubber technology because it balances cushioning and responsiveness.
Lastly, the brand's Molded Forefoot Cage provides durability and additional support by wrapping over the mesh upper. Its cross pattern allows air to circulate, resulting in a lightweight and breathable support system in the forefoot.
The History Of FILA
The brand starts as a textile manufacturer for local trade, founded by the FILA brothers Gianevero, Antonio, and Francesco in 1911 in Biella, Italy. It wasn't until 1970s that FILA began producing the sportswear it's known for today.
FILA launches its now legendary sportswear collection 'White Line' in 1973 under the leadership of managing director Enrico Frachey, and the iconic F-Box logo is created.
Bjorn Borg wins his first of five consecutive Wimbledons wearing FILA in 1976, giving the brand a huge boost in popularity. It becomes a trusted brand for tennis fans and professional athletes.
FILA became popular among Hip-Hop and R&B artists in the 80s. The trend of wearing the brand's tracksuits as a casual outfit was reinforced by the music videos of various artists such as Run DMC and LL Cool J.
The brand began a partnership with the basketball player Grant Hill in 1994 after he was selected to play for Detroit. He wore FILA sneakers on the field and got several variations on his own model: the Grant Hill.
The Grant Hill sneakers became instantly popular on the West Coast when Tupac Shakur wore a pair to promote his new album 'All Eyez On Me'.
The Disruptor launches in 1996 and becames a cult sensation with its bold and chunky silhouette.
The brand opens their first two flagship stores in London and Milan in 2001, ahead of the opening of 40 more retail outlets in Europe.
FILA launches a golf collection in 2006called FILA Biella that includes both shoes and apparel.
Popular for its 'dad shoe' vibe, the launch of the Disruptor 2 was perfectly on-trend for the chunky sneaker takeover at the end of the 00s.
A prominent sportswear brand, Fila continues to innovate, collaborate, and release retro-inspired releases in order to maintain its popularity.
By introducing new footwear technologies, working with renowned designers, and reissuing classic models from its archives, the brand caters to the needs of modern consumers and taps into nostalgia-driven fashion trends.
Fila's distinctive design continues to elevate its popularity and challenge the prevalent aesthetic of athletic shoes.
Did you know?
As a result of a mistake, Fila became the second-largest basketball shoe seller in 1996, after Nike.
Fila established itself in the tennis community as an elite brand due to a 1975 contract with tennis legend Bjorn Borg. Only available in select stores, they portrayed a luxurious image.
Due to an inventory issue, Fila had to sell its products on the US market at a significant discount in 1988, making them affordable. Its popularity among casual basketball players prompted the company to start designing basketball shoes.
Sponsorships of NBA players and Fila Grand Hill's popularity made the company an icon in the basketball community.
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