The FILA Storybook “Roadshow”
(FILA Global) --
The FILA “F-box” is making another world tour but this time, the brand’s signature logo does not appear on a new collection of clothing or a new pair of sneakers. Redesigned by Italian artist, Giovanni Rosazza, the famous red and blue emblem now graces the cover of a limited edition collector’s book that illustrates the history of the 104-year-old brand.
The idea behind the FILA storybook was conceived in 2013 as a way to consolidate and share the brand’s rich history with employees and fans. Beautiful images from the FILA archives walk readers through the story of the company, giving fans the opportunity to watch the brand transform from a small textile company in Italy in 1911, to an internationally recognized sporting brand in 2014. Written in both Italian and English, the book was finalized just in time for the FILA brand’s Global Collaboration Meeting, which took place in October 2014 in New York.
Following its presentation to the FILA team, the book began a roadshow tour of Italy, which began in the brand’s hometown of Biella, Italy. The Biella event was quite successful and was attended by city locals, who have always felt a special attachment to the brand, as well as the Italian media.
The FILA brand and the FILA Fondazione Museum are thrilled to have had the opportunity to create and publicize this newest work, which will serve as a testament to the brand’s rich heritage for the years to come. As Gene Yoon (Chairman of FILA and the FILA Foundation) noted, “This book documents the history of a century-old brand of a company that is increasingly projected towards a global future, while preserving a genetically Italian cultural heritage.”
Fans can learn more about the FILA brand at the Fondazione FILA Museum, which is located at Via Seminari, 4, 13900 Biella, Italy.