Fila is a brand that has gone in and out of fashion numerous times throughout the years. Fortunately for the Fila, the 90s are cool again and with that, FILA makes its triumphant return to the streetwear space — this time with BTS on its side.
The Fall and Rise of FILA
With a bit of a rough history, the brand Fila was once huge back in the ’90. It wasn’t until the 2000s, the brand had fallen. In 2007, it was noted that Fila Korea had acquired the global Fila footwear and apparel business from the US holding Sports Brands International (SBI). Not long after the news, the brand had gone rather quiet in the streetwear space and it was believed they had simply disappeared as a company entirely.
Due to its rocky journey, people often forget about the success Fila had as a brand. There was a point in time when Fila was the second-largest basketball shoe retailer in the world, being right behind Nike. In the mid ’90s, they also were titled the third-largest athletic shoe retailer in the world.
Yet, during its descent down, some would say that the brand’s acquisition by the Korea branch for USD$400 million might have been quite a lot. However, looking at the billion-dollar market potential for athletic and sneaker brands today — such as Nike or Adidas — the amount sold is appearing more like a bargain than anything. In 2010, Fila filed for IPO and entered the stock market, with the stock up more than 136% since then.
Today, Fila operates in 70 countries, working through licensing deals. For example, in Europe, many Fila products are sold by a subsidiary of the Deichmann group, rather than Fila themselves. The same can be seen in countries like Russia. While the business model isn’t a new one, it isn’t commonly seen for many clothing brands and yet, in this day and age where ’90s streetwear has blown up, it appears to be working the once-fallen brand.
Find Your Basics with BTS
Back in 2020, Fila announced their brand partnership with global superstars BTS. Technically getting seven brand ambassadors for the price of one, the rising streetwear joined hands with the highly popular boy band to climb it’s way back into the hearts of the youth. The decision was definitely not a bad one, considering how huge BTS’ fanbase is. Releasing campaigns such as Project 7, Go Beyond, and many more, this budding relationship between the brand and BTS gives a further explanation as to the meteoric rise of Fila in recent years.
Popular FILA Sneakers to Cop Now
Beyond streetwear apparel, FILA has made huge sales with its sneakers. Playing to the chunky trend and giving the dad-shoe a cleaner, cooler look, Fila sneakers are taking over the streets — especially in Asia – faster than anyone would have imagined years ago. As such, we take a look at some of the popular sneakers that sneakerheads have come to love and adore.
FILA RAY TRACER TR ‘WHITE’
Shop FILA RAY TRACER TR WHITE on Novelship
Fila has come up with the Fila Ray Tracer TR White, a chunky shoe that brings you comfort, colors, and looks together. With a white upper, the shoe features cutaway overlays in blue, maroon, and off-white that appear near the toe box, around the midfoot, on the tongue, and on the back. A greyish green overlay can also be seen on the sides of the criss-cross lace structure. White laces sit on top of the white tongue. This color is matched in the large midsole of the shoe, which reaches down below at the arch, while the outsole blends seamlessly with the toe box in an off-white color.
FILA DISRUPTOR 2 PREMIUM ‘WHITE’ (WMNS)
Shop FILA DISRUPTOR 2 PREMIUM ‘WHITE’ (WMNS) on Novelship
The sneaker is a clean white silhouette that gives chunky shoes a sense of cool. The large sole features the word Fila near the midfoot on the lateral side of the shoe. A cutaway overlay in a triangular shape also sits on the lateral side, while another instance of branding appears on the side just below the lace structure. Straight lines run from the toe box to the back of the shoe, moving around the heel collar and giving the shoe a clean, streamlined look.
FILA RAY TRACER ‘BEIGE’
Shop FILA RAY TRACER ‘BEIGE‘ on Novelship
The Fila Ray Tracer Beige appears in various shades of beige. The original colors of the Fila logo, blue, black, and red, appear on the logos on the lateral side as well as on top of the tongue. This splash of color also appears on two pullout tabs on the shoe, one on top of the tongue and one on top of the heel tab. You can also see a Fila logo on the beige insole of the shoe, appearing in the same colors. The large sole of the shoe comes in a similar color, with a beige midsole covered by a patterned beige outsole.
FILA GRANT HILL 1 ‘PEACHSKIN’ (WMNS)
Shop FILA GRANT HILL 1 ‘PEACHSKIN’ (WMNS) on Novelship
The Fila Grant Hill 1 Peachskin, as the name suggests, comes in a majorly peach color blocking and is a women’s exclusive shoe that fits into the mold of the large chunky silhouette. While the upper comes in a single color, there are a lot of subtle nuances that put the shoe apart from the competition. Triangular grooves sit on both sides of the shoe just below the eyelets as well as under the heel collar, giving it a distinctive look. Near the heel of the shoe, you see a large rounded triangle in peach on the white midsole that features the Fila branding.