I was watching some early 90's video of Kenyan and other elite level runners. Mostly Kenyan. Due to my age (25), I am kinda confused on why FILA looked to be such a big sponsor for running back then and now is nonexistent. I mean FILA was putting on open track/xc meets in Kenya to find the next Kip Kieno, etc... they weren't just sponsoring a few runners. Can any older runners on the LRC community explain how this FILA relationship came to be and then died? Any information would be appreciated.
The Rosa group switched their group sponsorship from Fila to Nike. Most of the athletes wearing Fila back in the day (Tergat, Moses Tanui, etc) were with the Rosa group.
I'm unfamiliar with the 'Rosa group'
They're an Italian management company that handles a large number of Kenyan athletes. If you see an athlete wearing Nike w/ sky blue shorts and red top = Rosa Management.
Oh ok, thanks. I wonder though, why was FILA so highly invested in Kenyan runners? After their stint with Kenya, why didn't they pick up some other runners?
Was FILA's runner marketing/advertisement scheme flawed or etc.?
Fred Tresseler, a coach in the boston area, was involved with Fila in the late 90s/early 2000s.
Fila used to make really good running shoes. Their Racer Plus (http://photos1.blogger.com/blogger/564/1062/1600/fifashoe.jpg) is my favorite workout/marathon flat of all time.
They were everywhere in the late-1990s. Adam Goucher was their first big American star, signing him to a big contract right out of CU.
About a decade ago Fila made a concerted effort to get back into the running game. They hired designers away from Mizuno and put out some great shoes. But for whatever reason they didn't catch on.
They started running into trouble in the early 2000s because they were shelling out too much money in endorsements (not just in running). The current Fila company is actually different than the company from the late-1990s...it's been bought and sold and reorganized several times. The current leadership has a much different focus, and running just isn't a priority anymore.
Thank you, that's basically the answer I was looking for. I'm sure it was nice to have some other company other than NIKE spending big money on runners, I think this is a void that brooks/new balance could fill. Hopefully whoever does fill that void learns from FILA's mistakes and succeeds.
Question: Would one consider that maybe NIKE is bullying/intimidating other shoe companies to stay out of the running game? I've heard this countless of times, but is there any substantial proof/evidence?
They overreached themselves in the 1990s and ran in to significant financial difficulties. At one point they were losing $2 million a week.
They appointed a American former Adidas director as CEO in 1998, who consolidated their business.
They returned to profit in 2002, setting up a management buyout in 2003 and the sale of the brand to a Korean company in 2007.
sxsw wrote:
Thank you, that's basically the answer I was looking for. I'm sure it was nice to have some other company other than NIKE spending big money on runners, I think this is a void that brooks/new balance could fill. Hopefully whoever does fill that void learns from FILA's mistakes and succeeds.
Question: Would one consider that maybe NIKE is bullying/intimidating other shoe companies to stay out of the running game? I've heard this countless of times, but is there any substantial proof/evidence?
Brooks is filling the void. The Beast poached Symmonds from Nike.
sxsw wrote:
Question: Would one consider that maybe NIKE is bullying/intimidating other shoe companies to stay out of the running game? I've heard this countless of times, but is there any substantial proof/evidence?
Nike doesn't have to do much overt bullying...they are the 800 lb gorilla. Companies fail just trying to keep up with Nike. Unless you're an Adidas-type behemoth, there's no way for you to have the kind of exposure Nike has.
Shoes companies need to find their niche in the running world in order to succeed. Hoka found theirs by being the anti-minimalist shoe and hooking up with the ultra crowd. Brooks is focused on marketing itself as the "running only" company and focuses on a few key groups (Beasts, Hansons) and grassroots efforts (ID program).
Fila was trying to be Nike without Nike's revenue stream. They wanted exposure by hooking up with big name athletes, but at the time they just didn't have the cash to do that.