JD Sports gains rights for Fila brand

JD Sports has gained the rights to sell the Fila brand throughout its stores in the UK, Ireland and Europe.

THE deal was one of a number announced by the holder of the brand’s master licence, Fila Korea, this morning. It is attempting to restructure the brand after what it described as “distribution channel confusion” in Europe in recent years, which had led to the product becoming more downmarket.

Fila Korea granted long-term license agreements to a number of major retailers in Europe, Russia and the Middle East yesterday, stating that its goal for its new structure was “to elevate the brand and streamline the flow and logistics of the business in the region”.

JD Sports will begin selling Fila products in its stopres and on the website in the autumn.

Chairman Peter Cowgill said: “The Fila brand is one of the most recognizable names in sportswear and athletic footwear and has long been known as an authentic sport brand.

“We are excited to share in the heritage of this storied brand through this licensing arrangement. This partnership allows us to advance our strategy of bringing high-quality, sport fashion brands to our consumers.”

The Fila brand is 100 years old this year. It was founded at Biella in Italy by the Fila brothers in 1911 and is still one of the leading brands in the tennis market.