Lastly, scrap the shoes. Right now, 90 percent fila womens shoes of Fila's sales in the US are shoes. But they're cheaply made, and Nike and Adidas dominate the market on the high-end. It's an uphill battle to combat that hegemony. Start first with a core of technical and tastefully designed upscale tennis performance clothing, and then perhaps think about getting back into the shoe game.The current logo brings back memories of the  90s when Fila in the US was anything but premium. There's always value in heritage, but when past missteps damage the equity of a logo and evoke unsavory memories of what the brand used to be, that's when it's time to reinvent.

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Last September, Fila even joined the Milan Fashion Week schedule, with a 67-look runway show that featured branded bucket hats and vintage-inspired pieces that felt lifted from the company's archive.But what about the Disruptors? It seems natural to place the blame for the shoes' popularity at the feet of Demna Gvasalia , who debuted the Balenciaga Triple S on his menswear runway in January 2017, kickstarting a wave of oversized, unwieldy trainers. According to Marc Canipa, Fila UK's head of footwear, though, the Disruptors' return came several years before this  in 2014. The decision to look at the archive was more inspired by Raf Simons ' reimagining of adidas's Ozweego in 2013 than the Triple S.

According to Gen-Z shopping behemoth Depop , year on year from 2017 to 2018, there was a 583 per cent increase in searches for the Fila fila slides Disruptor in the UK. Today, there are well over half a million posts on Instagram under the hashtags #filadisruptor and #filadisruptor2. And although the shoes are gender neutral, a look through the hashtags shows they're mostly popular among women."The silhouette alone grew the Fila footwear business by more than 60 per cent over three seasons  this was the highest volume of sales I've ever seen in my career to date for a single shoe," Canipa shares. The sweet spot was the price: Disruptors retailed for around £70, while Buffalos were closer to £150, and Balenciagas were over £600.