Abstract
This case explores the evolution of the FILA China brand following its acquisition by Anta Sports. It highlights how FILA employed disruptive brand positioning to distinguish itself from other sportswear brands. The case also outlines FILA’s strategic approach to structuring its brand portfolio for greater market penetration across various segments. Finally, it addresses the emerging challenges that FILA China encountered amid shifts in the sportswear market and competitive landscape. The key question for FILA was: How could the brand consolidate its strengths for long-term growth?
| Translated title of the contribution | FILA: The Rapid Rise of a Fashion Sports Brand in China |
|---|---|
| Original language | Chinese (Simplified) |
| Number of pages | 17 |
| Publication status | Published - 30 Apr 2024 |
Case number
MKT-24-001Case normative number
MKT-24-001-CCCase type
Field CaseUpdate date
24/04/2024Supplement
For more details, please visit www.chinacases.orgPublished by
China Europe International Business SchoolKeywords
- Brand Positioning
- brand prositioning
- hit marketing
- brand combination
- disruptive marketing
- brand growth
Case studies discipline
- Strategy
- Marketing
Case studies industry
- Retail Trade
- Arts, Entertainment, Sports and Recreation