Italian sports group Fila is believed to be close to appointing a consultancy to look at the Fila brand on a global basis.
Andrea Zappia, Fila’s newly-appointed vice-president of global marketing is understood to have shortlisted at least three UK design groups to undertake a six-figure brand valuation project. Shortlisted groups are believed to include Landor Associates, FutureBrand and Brand Frontier.
In a move designed to push the brand upmarket, Fila is distancing itself from more mass market competing sports brands from the US.
Fila, which turned over £620m last year, is trying to position itself as a “mark of Italianism” to exploit its potential as a lifestyle brand and to transform itself into a more “marketing oriented” organisation.
Zappia joined Fila in March from Ferrari. Upon arrival at the group he made clear his intention to increase Fila’s market share. The intentions include “establishing guidelines for each product category in terms of investment and marketing mix strategies, and developing retail strategy and line extension opportunities”, according to a statement.
Fila was unavailable for comment as Design Week went to press.