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Article: Phenomenal Fila. (named Footwear News' 1996 Company of the Year)
- Article from:
- Footwear News
- Article date:
- December 23, 1996
- Author:
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Copyright informationCOPYRIGHT 1996 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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With its visionary approach and uncanny ability to predict trends, Fila has taken athletic footwear to its highest level. To this veteran athletic brand, producing high-tech, performance-driven footwear was not enough. Instead, the company cornered a sizable new portion of the market by merging function, fashion and comfort -- a union that is registering white-hot on today's commodity scales.
Fila's rapid growth and expansion, both here and abroad, comes at a time when other major athletic players are stumbling. An obsessive devotion to highly targeted marketing and refined product formats has set it far apart from the sports-genius pack.
"Of course, it's all about the ...
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