ITALY-BORN sportswear brand Fila has gained new life in China, with its operating revenue reaching a record high of 21.82 billion yuan (US$3.37 billion) in 2021, according to its financial statements. China’s rapidly developing sportswear market and strong industry chain enabled Fila to grow from an in-loss brand to one with a revenue of more than 20 billion yuan. China’s major sportswear company Anta Sports acquired franchises for Fila Group’s trademarks on the Chinese mainland as well as in Hong Kong and Macao in 2009. After the acquisition, Fila found its position as a high-end sports fashion clothing brand in China, gaining Chinese consumers with its unique combination of a stylish and sporty image, also dubbed “athleisure.” By embracing the latest craze among China’s young generation and having cross-over cooperation with world-renowned designers, Fila has gained awareness in the Chinese market, in which consumers can hardly relate the brand with one that was in deficit a dozen years ago. (Xinhua) | 