Still, Fila is laughing  literally. fila athletic shoes "In honesty, when anything has a huge cultural moment there will be backlash from those who move on fastest once that item has exhausted its cool factor within that cohort," Canipa says. "We love the memes  for one they reinforce the success that we have seen with this shoe, and for two  they're funny as hell!" While a brand ranking its success on how savage the memes about its product are feels like a real window into our current internet and consumer culture, there's another lesson here: never underestimate the spending power of teenage girls.

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This allowed the business to grow beyond the town it was established in, and eventually expanding to beyond even the borders of Italy.A few years later, it expanded once again, merging with the Fratelli Fila company in 1942. In 1968, Giansevero Fila hired Enrico Frachey as the company's Managing Director. Frachey shared Fila's vision, and the duo began work on transforming the company into a global sportswear brand, moving away from the textile and underwear manufacturer it started off as a few decades earlier.Now operating as a sportswear brand, one of the first sports Fila aimed to conquer was tennis, endorsing numerous leading players from the time, including Bjorn Borg, and in later years, Boris Becker, Jennifer Capriati, and Monica Seles and Kim Clijsters.

This would prove to be pivotal to its survival, as in 2007, the global Fila brand and all its subsidiaries were aquired fila boots white by Fila Korea from SBI, making it the largest South Korean sportswear company. It currently holds all the rights to the worldwide use of footwear and clothing brands. That same year, Fila partnered with GLBH  Global Leading Brands House  a fashion organization aimed at helping companies in developing high-end fashion products. With this new partnership in place, Fila established one of its headquarters in Milan, the fashion capitals of the world.During the next few years, the brand worked its way back up to earn its place amongst the top tier in designer sneaker and apparel.