Fila recorded double-digit growth in Philippines this quarter compared to the same period last year. This has been possible with organic sales, increased stock delivery, efficient distribution, business development and store segmentation. The label is better known in the country for lifestyle sportswear and sneakers than performance (tennis, basketball) footwear. In any case, while most others in the industry focus on brand awareness, Fila Philippines relies on sales-driven objectives supported by savvy price structures.

Fila is a global licensing brand from Italy. Every country, where it is found, is free to design and adapt styles according to market preferences. The game plan is to fulfill the needs of all markets while staying aligned with global strategies. Fila is the top-selling brand in the online fashion shopping network Zalora. Its own e-commerce is further propelled by influencers, online raffles and discounts. Buzz in social media is also created with product drops, a trend that entails a special release of products that will only be available for a limited time or quantity.

Once known chiefly as cut-rate athletic footwear, Fila has evolved into a fashion trailblazer. Collaborations with famous brands and designers have efficiently rebooted the 108-year-old trademark. Simultaneously, Fila capitalized on the retro movement by releasing its vintage styles, thus reconnecting with old customers and strategically developing new markets.