The FILA Strada Low is a retro sneaker from the 90s. It offers a modern look and has a strong sole for extra cushioning.
In 1911, in the small town of Biella on the northern coast of Italy, the Fila brothers opened their store. Then the brothers sought to produce high-quality, luxurious fabrics for the local townspeople. Their defining feature was the exceptional texture of the fabric, inspired by the landscape of the homeland: the austerity of the Alps, fluidity of the hills and the boldness of the Mediterranean coast. It that time, the brothers could not have imagined how much their company would go on to achieve.
In 1923 the Fila brothers officially established the expanding family-run textile business as a high quality knitwear manufacturing company called Maglificio Biellese. Over the years, the brothers' business spread beyond the town of Biella became a well-recognized, high-quality knitwear manufacturer in Italy. In 1924, the company merged with the company Fratelli Fila, and in 1972, had already earned over a billion Italian lira and had over 250 employees. In order to further expand the company, in 1968 Giansever Fila made Enrico Frachey the managing director of the company. Frachey shared Fila’s vision and it was his creativity and managerial resourcefulness which eventually turned Fila into global sports brand.
In the 20th century a new form of personal expression rose to prominence - sport. Tennis, particularly, became a grace and style, and an example of vitality of a strong human spirit. As the company prepared to debut in the sports industry, Frachey appointed two men to ensure its success: designer Pier Luigi Roland, the artist behind Fila’s most iconic designs, and Alessandro Galliano, the engineering director.
In 1972 Fila's first outerwear collection debuted, now well known as the legendary White Line collection. This collection was exemplary, provocative, unconventional and broke all the standards of the time. Everyone made simple white tennis clothes, and Fila's designers overtook everyone with their ingenuity, not being afraid to decorate white clothes with eye-catching logos and designs. The White Line Collection was astonishingly surprising throughout the world, and Fila became the trademark of both an athlete and a cosmopolitan person who always understands the latest and most daring fashion trends. The collection marked not only Fila, but also an entirely new era of the sportswear industry. Classic does not have to be conservative, and a durable design can still be contemporary. In 1986, Italian climber Reinhold Messner reached the peak of Everest without additional oxygen, wearing high-tech mountain equipment developed by Fila. However, he still had not had enough and he decided to reach another 13 Himalayan peaks. Becoming one of the best and bravest climbers in the world, he helped Phil F-Box logo and Fila to become iconic and recognizable around the world. Fila slid down the slopes with Ingemar Stenmark skier in his pursuit of his 86th World title, and adorned Tom Watson at the British Open Golf Championships. Fila ran the cold Italian trails with Albert Tomba, and arched triumphant on the shoulders of Monica Seles and Guillermo Vilas. Fila was also together with Svetlana Kuznetsova, when in 2009 she won the French Open tennis tournament.
Fila has even reached Kenya, a country where children, despite the dirty stony roads, barefoot and with a smile on their faces, runs marathons. The fields serving as running tracks for them. Kenya's athletes simply broke into the world's sports elite, and Fila contributed to the development of talent for ordinary people. Fila, even today in the 21st century, still supports talented people and gives them the opportunity to express themselves. Fila has become a strong brand and has collaborated with many professional athletes from all over the world, thanks to which Fila has continued to evolve to this day. Fila uses the highest quality fabrics for maximum flexibility and comfort. Fila is style and quality!
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