FILA
© FILA Archive
Mashburn . Hill ’ s first signature model actually outsold the Air Jordan XI when they were originally released . As basketball sneakers and hip hop grew more rugged into the 1990s , FILA had a strong range of sneakers and outerwear . The new generation of artists wearing FILA included Tupac , Biggie Smalls , Nas and the Wu-Tang Clan . It was the era characterized by hiking boots , Tommy Hilfiger , POLO Sport and The North Face . FILA paired nicely with all those brands in urban environments .
As the 2000s approached , FILA disappeared from professional basketball and lost its focus . It began forcing its connection to hip hop through questionable artist endorsements , and its product quality was no longer a priority . FILA ’ s heritage sportswear was produced for discount department stores and massive sporting goods chains . The label still carried some weight in people ’ s memory , although the product didn ’ t live up to the romantic narrative it was founded upon . Today , we see a new generation embracing the brand and creating the next chapter through its own interpretations . Time will tell if the FILA legacy can be restored by enlisting outside tastemakers to design the future or if high-profile professional athletes are essential to the success of sportswear brands .
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