When you travel to Korean cities, you can find a lot of Fila brand clothes that Koreans wear a lot. However, it is expected that there will be many people who do not know what country Fila is from. Just looking at the English name of Fila (FILA), it seems to be a Western brand, but if you search on the Internet, you may be surprised to find that Fila is a Korean brand.
There are some friends who don't know what brand Fila is, but you can tell that Koreans prefer Fila a lot from the way they dress. If you are curious about why Fila is so popular in Korea, including the history of Fila, read this article.
Source: Why FILA has stood out since last year (brunch.co.kr)
Historically, Fila is a brand that started as a clothing company in Italy in 1911. In 1972, when it was acquired by the Fiat (Italian company name) group, it began producing sportswear, and grew into a global sports brand in the 1980s and 1990s.
Source: The success story of 'FILA', a naturalized Korean (brunch.co.kr)
Brunch Story If you read the sentence "The success story of 'FILA', which has been naturalized in Korea" on January 16, 2020, you can understand why Fila became a Korean brand. To explain this, Fila Korea was established in Korea in 1991, and in 2007, Fila Korea took over the Fila headquarters and became a Korean brand.
Currently, Fila is active in various sports and fashion fields, and is leading the Newtro trend through collaboration with young people.
Source: JLL completed the sale of Fila Korea’s Seocho office building
Fila has its headquarters in Korea, so it was able to respond quickly to the domestic market. Awareness was raised through various marketing activities such as collaboration with Twitch streamers and collaboration with PUBG. Accordingly, there are many theories that Koreans like Fila.
Source: Coupang! | Fila Disruptor 2 Disruptor 2 FS1HTB1071X White Height-elevating Sneakers (coupang.com)
Fila launched products that made use of their heritage in line with the trend of Neutro and Ugly shoes.
For example, the Court Deluxe is a reprint of a shoe worn by tennis player Björn Borg in the 1970s, and the Disruptor 2 is a reinterpretation of an ugly shoe released in 1997.
Source: Sushi Tai | Sushi Thai
Fila strengthened their brand image through various collaborations.
For example, we released a collaboration collection with hip-hop group Wu Tang Clan, luxury brand Fendi, and streetwear brand Supreme.
Fila has its headquarters in Korea, so it was able to respond quickly to the domestic market.
Awareness was raised through various marketing activities such as collaboration with Twitch streamers and collaboration with PUBG.
