Early 20th century: The seeds of FILA were planted in the mountains of Biella, Italy. Giovanni Fila, a carpenter specializing in wooden looms for local weavers, saw an exciting business opportunity. Together with his two brothers, he partnered with a factory to produce combed textiles. He named the company Fratelli Fila (The Fila Brothers). “From underwear to an empire.” From this point on, the name FILA began to emerge in the clothing industry. Led by family members with a unique vision, the company underwent transformations and acquisitions over the years, exploring new industries and discovering new markets.
In 1973, FILA’s sports adventure began. It marked the launch of the first seamless, elastic, ribbed cotton T-shirt for tennis players.
The strongest logos, it is said, tell a story. The first sportswear produced by FILA featured the now-iconic F-Box logo. Designed by advertising genius Sergio Privitera, he took a typeface and transformed it into a symbol of its era — an icon that would propel the company into the future and onto the most prestigious sports stages worldwide.
The next step for the company was devising an innovative strategy for their WHITE LINE concept, named after the lines marking the tennis court. As a groundbreaking marketing move, FILA signed contracts with the tennis champions of the time. When they stepped onto the court, dressed head-to-toe in FILA, it generated an immediate response from fans and consumers worldwide. Thus, the cult of FILA was born.
These early efforts in creative marketing and athlete endorsements turned FILA into the leading sportswear brand it is today and made WHITE LINE an unparalleled reference in the history of tennis apparel.
“The Whiteliners”: FILA’s colorful tennis collections were so successful upon their release that sponsorship became a logical next step. FILA didn’t want its ambassadors to merely be mannequins but living expressions of the brand. This philosophy reached its peak with Björn Borg, the Swedish rockstar player, who, like FILA, sought to revolutionize tennis.
For decades, the stars of the sport have chosen the brand to make a statement of determination, individuality, and natural elegance both on and off the court.
FILA for tennis – HERITAGE MEETS FUTURE
