In Order To Attract Young People, FILA Official Ma Sichun Became The Spokesman Of The Fashion Movement.

In January 29th, Italy sports fashion brand FILA Fay officially announced that Ma Sichun became the spokesman of the fashion movement.

FILA has also signed Huang Jingyu as spokesperson for sports fashion.

In fact, in order to attract young people, FILA has been narrowing its distance with consumers through celebrity endorsements.

In June 11, 2018, Fei Le officially announced that Wang Yuan became a brand new spokesperson.

Prior to that, FILA also signed Chen Kun and Gao Yuanyuan as brand spokesmen.

In 2009, FILA's Chinese business was bought by Anta, positioning the high-end sports and fashion brand, aiming at the company and young consumers with a certain consumption power in the first and second tier cities, and now it has gradually become the engine of Anta's growth.

Yao Weixiong, President of FILA Greater China, said in a media interview that since 2010, FILA has gradually reshaped the brand positioning and placed the young consumer group of around 20 in the core position. As the Group continues to update and iterate, "younger" is the only way that the brand can not overtake.

The future goal of FILA is to enter the 10 billion club in three years and upgrade from the sports value to the top three brands in the domestic high-end market.

Author: Luo Xiuling