The Rise And Fall And Attempted Rise Again Of Fila

Fila is a bit of a mysterious brand. I mean Everybody knows it, but nobody really knows where it comes from, what their story is, or why it virtually disappeared from the stores during the first 15 years of the 21st century. They were huge in the ‘90s, then went bust in the 2000s, and now they've been trying to make a comeback over the last few years.

Because Fila has been surfing the waves of the market, experiencing high and lows, sometimes being there, sometimes not, people forget how big they used to be.

Believe it or not, There was a time when Fila was the second-largest basketball shoe retailer in the world, behind only Nike. They were also the third-largest athletic shoe retailer in the world in 1996.

But what happened? How did they manage to rise to such heihts only to fall off and go missing for years? Let's find out.