FILA FUSION

Country

China

Founded

2017

Category

Clothing / Accessories / Footwear

FILA FUSION is a sub-brand of sports brand FILA aimed at younger consumers, and began operating in China in 2017. Jeromy Lim, co-founder and Head of Design, was involved. Centered on apparel, shoes, and accessories, it combines youthful sensibilities with elements of sports trends. The brand philosophy is “STAY IN FUSION ‘万变因我’.”

STAY IN FUSION—All changes are because of me

• FILA 1911

  FILA FUSION is a derivative brand launched by FILA in 2017 to expand its reach among younger consumers, primarily in China. While building on the parent brand’s sporting heritage, logos, and footwear assets, it is characterized by an emphasis on youth culture, trend-driven sports, and collaborations with companies and brands in other industries. It currently develops initiatives such as WORKWEAR, URBAN TECH, and FUSIONEER, along with collaborations. Unlike HERITAGE, which focuses on classic everyday wear, ATHLETICS, which focuses on competitive functionality, and FILA KIDS, which is aimed at children, it is positioned as a line responsible for appealing to younger consumers and generating buzz.

  A collaboration-driven, trend-sports line for younger consumers