Translated title of the contribution: FILA: The Rapid Rise of a Fashion Sports Brand in China

王高, 曹之静

Research output: Other contributionCase Studies


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 contributionFILA: The Rapid Rise of a Fashion Sports Brand in China
Original languageChinese (Simplified)
Number of pages17
Publication statusPublished - 30 Apr 2024

Case number


Case normative number


Case type

Field Case

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Published by

China Europe International Business School


  • 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


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