Fila heads for fashion-led revamp

Sportswear company Fila is repositioning itself as a premium fashion-led brand in a bid to raise awareness of its products and to increase market share. It plans to relaunch in the UK later this year.

The move is being led by Fila’s US and Italian teams, and the plan has been developed in a series of Global Vision Meetings held over recent months. It will be implemented in the UK by Fila licensee and distributor Proline International, which took over the UK management of the brand last September (MW September 11, 2003).

The UK team has been strengthened with the appointment of David Blundell as creative director for Fila’s UK apparel range.

He joins from sports brand Fred Perry, where he was responsible for revitalising the brand by focusing on its heritage. Sheelpa Patel has also been appointed as marketing manager.

Fila is planning to take on rivals such as Puma and Adidas Originals at the upper end of the fashion market. It will retain its association with a limited number of sports, including tennis and athletics, but will no longer develop products for other categories, such as football.

It is understood that it will focus on its Italian heritage and its apparel and footwear ranges will be design-led. The brand has global ambitions, which will be supported with an increase in advertising spend.

Fila was bought by Sports Brands International, a subsidiary of investment fund management company Cerberus, last year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here