{"id":5930,"date":"2021-08-19T11:48:49","date_gmt":"2021-08-19T03:48:49","guid":{"rendered":"https:\/\/novelship.com\/news\/?p=5930"},"modified":"2021-08-29T02:58:25","modified_gmt":"2021-08-28T18:58:25","slug":"the-comeback-of-fila-find-your-basics-with-bts","status":"publish","type":"post","link":"https:\/\/novelship.com\/news\/the-comeback-of-fila-find-your-basics-with-bts\/","title":{"rendered":"The Comeback of FILA: Find Your Basics with BTS"},"content":{"rendered":"
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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 \u2014 this time with BTS on its side.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

The Fall and Rise of FILA<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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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 \u2014 such as Nike or Adidas \u2014 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.<\/p>\n

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.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

Find Your Basics with BTS<\/h2>\n

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\u2019 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.<\/p>\n