FILA logo

Human visual memory is an extremely interesting thing, because it clearly forms historical images associated with specific characters, events, and brands. These images are considered universal visual codes that are understandable to every person. Therefore, they become the objects of parodies, jokes and Halloween costumes.

In this visual stylistic universe, the legendary Bjorn Borg, a brilliant athlete and the author of three doubles of the Roland Garros and Wimbledon championships, was responsible for the image of the tennis player. In the late 70s, he created a classic tennis image: Scandinavian cool, preppy shorts, a headband in contrasting colors and a white polo with blue stripes - an image that made the FILA brand famous throughout the world.

What does the Fila logo look like?

After iconic tournaments, during which the whole world learned about the Italian manufacturer of shoes, clothing and equipment, the company existed for almost 40 years in timeless aesthetics. The stagnation led to the brand almost going bankrupt, but it managed to make a strong statement at the beginning of the 2000s, becoming one of the most iconic players in sports fashion - along with Gucci, Nike and Balenciaga.

Items decorated with a company logo can be found both in the wardrobe of an ordinary school student and in the wardrobe of a celebrity. But, like many other manufacturers, Fila often faces the problem of product counterfeiting. Therefore, he tries to frequently update the company logo - it serves as the most striking parameter that helps to distinguish a genuine item from a fake.

The original emblem represents embroidered FILA inscription. The upper bar of the capital letter is made with red threads, the rest are made in blue. Above the inscription is a capital letter F, also made in two shades - red top, dark blue bottom. The letter is surrounded by a square embroidered with blue thread.

The emblem must not contain spelling errors or transitions from one letter to another. The sneakers feature an additional embossed logo in several places. It can be seen on the back and sides, as well as the outsole.

General information about the company, history of emergence and development

The uninitiated might think that the brand has taken over sports fashion from the ground up in just a few years. In fact, it took the manufacturer more than a dozen years to complete this:

1. Origin. FILA appeared much earlier than the famous Nike and Adidas. This happened back in 1911 in the small town of Biela, which is located in the northern part of Italy. The founders of the brand were the Fila brothers, in whose honor the company got its name. The main buyers were local residents, and the main products were original underwear. The brothers personally developed the materials for tailoring, and the products skillfully combined comfort, exclusive design and luxury. The product line was constantly replenished with new models, which allowed the company to take a leading position in the lingerie segment by the early 70s.But the “soul of the creator” required moving forward, and in this the brothers were helped by the managing director of the company, Enrico Frachei. It was he who managed to conclude a cooperation agreement with Bjorn Borg. So the brand’s focus shifted from underwear to sportswear.
2. 1970s The Italian brand has become the personification of the world of sports, offering innovative solutions and the most comfortable clothing that adapts to the movements of athletes. In the mid-70s, the White Line was launched, emblazoned with the famous F-box logo. She showed a modern, slightly provocative design in an exclusively white color scheme. Thus, Phil’s products became popular not only among professional athletes, but also among ordinary citizens.
3. 1980s The company began to actively cooperate with fans of extreme sports, offering them complex kits designed to withstand difficult conditions. It was in the high-tech items of the Italian brand that Reinhold Messner conquered the highest peak in the world, and a little later made 13 ascents of the Himalayas.
4. 1990s The brand is entering into more and more contracts. Thus, an agreement was signed with one of the NBA stars Grant Hill and alpine skiing champion Alberto Toma. The company's products were very popular among people of all ages, and the brand managed to maintain its leading position, despite pressure from its closest competitors - Reebok and Adidas.
5. 2000s. The company invested huge sums in sponsorship activities, so every failure of an athlete cost the manufacturer colossal financial losses. The bad streak led to the fact that in 2003 the brand was purchased by Cerberus Capital Management.He managed all divisions of the brand, except for the department located in South Korea. This was explained by the fact that the Asian branch was for a long period an autonomous structure not directly related to the Italian company. Already in 2007, the Korean direction bought a controlling stake, becoming the sole owner of FILA.
6. 2010s. Having taken the helm, Fila Korea immediately placed the main emphasis on fashion. To do this, they signed a cooperation agreement with Global Leading Brands House and opened an additional office in Milan. During this period, recognizable silhouettes of sports shoes, which were the fashionable embodiment of the era of the 90s, began to be revived. Over the years, the design of the products has become somewhat dated, which was especially noticeable when compared to Nike or Reebok models. However, the company was able to make the old new, stylish, and relevant. Thus, original sneakers with a somewhat massive silhouette filled the catwalks and city streets.

Today FILA products can be found in any sports store. Many celebrities are not shy about wearing the brand. For example, sneakers can be seen on the feet of families such as the Kardashians, Hadids and Jenners. This fact best emphasizes that “Fila” is the personification of high quality and impeccable style.