Fila
Misto Holdings (formerly Fila Holdings) · Italy
Fila is a sportswear brand founded in 1911 by the Fila brothers in the Biella area of northern Italy and owned since 2007 by a South Korean company, today Misto Holdings, which is based in Seoul. The group also owns golf brands Titleist and FootJoy through Acushnet. In China, the Fila brand is operated by Anta Sports.
| Founded | 1911, Coggiola near Biella, Italy |
|---|---|
| Founders | Ettore and Giansevero Fila |
| Owner | Misto Holdings (formerly Fila Holdings), Seoul |
| Chief executive | Yoon Keun-chang |
| Greater China rights | Anta Sports (since 2009) |
| Website | fila.com |
What is Fila?
Fila is a global sportswear and footwear brand with Italian origins and South Korean ownership. Its parent company, Misto Holdings (formerly Fila Holdings), is headquartered in Seoul and lists Fila alongside Titleist, FootJoy, Scotty Cameron, Vokey Design and fashion labels such as Matin Kim and Marithé François Girbaud in its brand portfolio. The company is led by chief executive Yoon Keun-chang.
History
Brothers Ettore and Giansevero Fila founded the business in 1911 in Coggiola, near Biella in Piedmont, making underwear and knitwear for people in the Italian Alps. Fila moved into sportswear in 1973 and became prominent in tennis apparel, later building a strong position in footwear in the United States. Ownership passed from SNIA to Fiat-controlled Gemina in 1988 and to Cerberus Capital Management in 2003. In January 2007 Fila Korea, which had operated the brand under licence in South Korea, acquired the global business. Fila Korea listed on the Korea Exchange in 2010 and in 2011 acquired the golf company Acushnet.
Products and positioning
Fila is positioned in the mid-market and combines sport performance with retro lifestyle products. Its range includes:
- Tennis and training apparel
- Lifestyle sneakers and sports footwear
- Casual clothing featuring the F-box logo
- Accessories and bags
Business model and distribution
Fila operates through a mix of direct businesses, wholesale and licensing. A key example is China: in 2009 Anta Sports acquired the rights to the Fila brand in mainland China, Hong Kong and Macao, where it runs Fila as one of its main growth brands through a joint venture. In other markets the brand is sold through sporting goods and fashion retailers, its own stores and e-commerce, and regional licensees.
Why it matters
Fila is a prominent example of a European heritage brand revived under Asian ownership, and of a regional licensee that ended up buying the global brand. Its split structure, with Anta controlling the brand in Greater China, also makes it an important case study in how licensing can shape a brand's performance in different regions.
Frequently asked questions
Who owns Fila?
Fila is owned by the South Korean company Misto Holdings, formerly Fila Holdings, which bought the global business in 2007. In mainland China, Hong Kong and Macao the brand is operated by Anta Sports.
Is Fila Italian or Korean?
Fila is Italian by origin: it was founded in 1911 near Biella in Piedmont. Since 2007 it has been owned by a South Korean company headquartered in Seoul.