The Building and Management of Sports Brands: The Case of FILA

Muyun Wang

2025

Abstract

This paper aims to study and discuss the successful experience of FILA brand and the lessons of the transformation from the Italian top high-end sport brand to the world sport fashion brand after the establishment in 1911. This paper argues that FILA has successfully redefined brand value in the highly saturated sports fashion arena through strategic brand positioning, market contingency, cultural accustomization and localization. The study points out that the keys to FILA's success include the following three points: diversification and responsiveness to market dynamics, sharp targeting Merlin’s brand personality and cultural sensitivity, and Merlin’s ability to deal with brand crises. This investigation thus forms a useful guide for future examinations of brand globalisation and application of technology.

Paper Citation

in Harvard Style

Wang M. (2025). The Building and Management of Sports Brands: The Case of FILA. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 95-98. DOI: 10.5220/0013986600004916

in Bibtex Style

@conference{prmc25,
author={Muyun Wang},
title={The Building and Management of Sports Brands: The Case of FILA},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={95-98},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986600004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Building and Management of Sports Brands: The Case of FILA
SN - 978-989-758-778-8
AU - Wang M.
PY - 2025
SP - 95
EP - 98
DO - 10.5220/0013986600004916
PB - SciTePress