Fila UK Announces Five Year Partnership with The Championships, Wimbledon

2008-03-21 20:22 836

SHANGHAI, March 24 /Xinhua-PRNewswire/ -- Italian sportswear brand Fila is to be the new official footwear licensee to The Championships, Wimbledon. The five-year contract will see Fila provide a range of dual branded performance tennis and leisure footwear styles, until 2012.

The partnership comes as part of Fila's global tennis strategy and investment in a stable of Elite players such as Svetlana Kuznetsova, Agnes Szavay, Dmitry Tursunov, Janko Tipsarevic, Andreas Seppi and Marin Cilic.

The partnership will mark the launch of the new Fila Alfa tennis shoe that utilizes superior components to ensure step in comfort and lasting performance. The Alfa Wimbledon shoe will be worn and merchandised at The Championships, Wimbledon, and be available with a hard court and grass court sole unit.

Marc Travis, Fila UK Marketing Manager, said, 'Tennis has been an essential part of the Fila heritage and this agreement with The All England Lawn Tennis Club is another key partnership that will build the future of the brand within the sport. 2008 marks 35 years of Fila's involvement in tennis with Wimbledon being the setting for a great number of the brand's historic memories.'

Robert McCowen, Marketing Director of The All England Lawn Tennis & Croquet Club said 'The All England Club is delighted to be associated with Fila who have such deep historical roots here at Wimbledon and we are excited about the opportunities for marketing the dual branded Fila/Wimbledon range of shoes internationally."

Background Info:

Fila was founded in 1911 in Biella, the Fila brothers business started with textile & knitwear. In 1970s, Fila redefined the concept of sports apparel, and developed hence after with strong momentum.

Original from Italian style, elegant in design. Fila focused on modern, high-qualified sports apparels and shoe products. It specialized in basic sports wear, casual wear, and tennis, yoga, golf, ski, and body-exercising as well.

Belle International Holdings Limited (1880 HK) announced to acquire Fila PRC trademark in September, 2007. Fila Sports Corp., Ltd. also set up in the same year.

Belle International is the largest retailer covering business shoes and sportswear. Fila is the first self-owned sports brand for Belle International.

Source: FILA Sports Co., Ltd.