The Korean sports brand FILA has opened a flagship store in China, intensifying its push into the mainland market.
The opening of this store is seen as more than just an opportunity to expand its business in China; it is a key move to solidify FILA’s image locally and strengthen its position as a global brand.
According to FILA on the 28th, the flagship store is located in the MixC shopping mall in Qingdao, China. The store showcases the brand’s “Elite Sports” concept, blending sports and urban fashion.
The Elite Polo line combines Italy’s aesthetic with cutting-edge sports technology to reshape the image of the elite male, the company said. It is designed to meet the diverse needs of modern elite men who navigate between business and leisure sports, demonstrating the brand’s concept.
The opening of the flagship store is another important milestone in FILA’s brand strategy, which focuses on high-end sports fashion lifestyle. The store prominently features brand ambassador and actor Wang Yang, enhancing brand affinity and highlighting FILA’s ambition to reposition itself as a premium brand in the Chinese market.
FILA’s push into the Chinese market is being closely overseen by second-generation CEO, Yoon Geun-chang. The flagship store is part of his strategy to increase influence in the local market and improve performance. Known for his hands-on management style, Yoon previously worked at FILA USA and spent three years at the company’s global sourcing center in China over a decade ago.
Actor Wang Yang commented, “The image of urban elites will not only expand the functionality and comfort of the clothing but also the lifestyle expression and identity conveyed through the garments. ‘Elite dressing’ will extend from the workplace to daily life, becoming a series of style languages that cater to a multifaceted life.”
Meanwhile, FILA is actively expanding its brand presence in China, Hong Kong, and Macau through its joint venture “FILA China” (local entity name: FULL PROSPECT) with China’s largest sportswear company, ANTA.
