FILA - The Rise and Fall...And Rise Again

FILA was exceptionally popular in the 1990's, but had a sizable fall before the decade was over. Now, seemingly out of nowhere, they're doing better than ever. This video talks about all the changes the brand has experienced over the years while attempting to assign reasons behind these rises and falls.

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Company Declines:
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[robertflores]

its so odd. It seemed like Fila and Champion were brands that nobody wanted to wear because it was a walmart brand. Now they're some of the most popular brands.

[endcensorship]

"INFLUENCERS" ... if there is a term that I hate more, I have yet to find it.

[famousamos]

I used to live in Seoul, South Korea and a lot of young people wore FILA gear

[patricioeltoro]

I remember FILA they had very strong rubber soles. They were literally indestructible and were built to last. The 90's had much better quality then today.

[ron]

I got my first ever Fila shoes back in high school and lasted until college. For some reason, it became my lucky pair of footwear due to various instances. I miss that first pair. I'll get one if they re-release it. IMO, they last longer than Nike.

[edoardocorona]

Now you have to do the same video for the last brand: "rise fall and rise of KAPPA"

[jeremiahtalkssports]

I grew up in the 90's. This was explained perfectly in my opinion. I think it should be said that even though Grant Hill did sustain Injuries and its true that he was no Michael Jordan or Shaq, he was still solid when he came back and was able to play until he was close to 40. The fact that Fila signed him to a lifetime deal shows their loyalty and is cool, but it also shows his popularity. Hill was never controversial in any way and he was (and still is) just a likeable guy. People remember that when he was on top of his game he was NASTY on the court. This was a great vid in my opinion

[snp]

I like Adidas. The activewear of choice for squatting slavs.

[abbyv]

Do the rise and fall of “Phat Farm”. I remember the time when “Phat Farm” use to be more popular that Adidas.

[ROMANTIKILLER]

Interesting to look at Fila from the US perspective. Being from Italy, I always associated the brand to tennis apparel and underwear. It was indeed more popular in the 90s, but even in the 2000's I recall tennis products being regularly sold in sportwear shops.

[jeffanderson]

Who remembers when LA Gear was huge around 1990? Dont see that one coming back though.

[jamestrickingtonIII]

Once Company Man hits a million subs he's going to re-open the economy.

[darrenslatta]

It would be interesting to see Kappa as well. Feels like they were huge in the 2000s but you never see them anymore

[craigmoy]

I had a proper Fila Tracksuit in the 80's made in italy its retail price was about $700. It went from super premium to cheap and nasty

[MadSocial]

In the 90s all I bought we're Fila. I loved them, from sneakers to shorts and t-shirts. It was the only brand I supported because they supported me as a woman. I could have cared less for Nike. To this day I still have not purchased a single Nike sneaker in my whole life. Asics and NB have been the brands I've turned to in their absence. I never thought of them as Walmart brands. I worked in clothing retail for the last 20 yrs. So I've seen their products hit shelves and racks at TJmaxx or Marshalls stores, compared to Fila clothing stores that I use to frequent. Nonetheless, I agree with your review. I think because they were just focused everywhere they lost out on growth. I'm glad their back. I'm glad they have good leadership. I wish them the best of luck. On that note, if my husband is reading this, size 8 babe!!

[johndelong]

Beastie Boys 1989: "Rock my Adidas, never rock Fila".
Beastie Boys 1994: "step into the party with the Fila fresh gear".

[Markimark]

Finally, I remember when FILA was actually more popular than Nike in my middle school! Lot of stores discontinued the FILA brand in the 2000s, it wasn’t until the recent years I saw FILA brand at Foot Locker!

[JayJX]

FUBU is gonna make a comeback soon, mark my word 😂😂

[Bkamron]

Fila was HUGE where I live. Remember getting a pair from my mom as a kid in high school in the 90s and that was the best gift I ever got EVER!

[purpledude]

Bought 3 Pairs of FILA shoes so far I will continue to buy them as long as I can find them, They are comfortable and have great styles!