Fila renewed its commitment to luxury goods when the brand was bought by Sport Brands International in June, 2003. Eventually featuring footwear, apparel, and accessories across both gender lines, the apparel collection is being worn by players, marshals, and on-site staff at the Seve Trophy at the Wynyard Club this week.
The Seve Trophy boasts one of the most elite line-ups of golfing talent ever assembled, including several members of last year’s triumphant European Ryder Cup team. Fila’s European influence and its tightly-focused international sponsorship strategies made the Seve Trophy the natural stage for a sneak preview of the collection. In recent years, Fila has made a deliberate decision to engage full-force in contact marketing by giving participants at all levels an intimate experience with the brand.
“The goal of all Fila-sponsored events is to create a love affair with the game,” said Mark Westerman, vice president of global marketing. “We tailor our performance footwear, apparel, and accessories to the elite athlete, and then make that same offering available to club players. Ultimately, we support the pursuit of sport by contributing to the personal fulfilment of each individual. Performance can mean many things to many people but it should, above all else, mean a pleasurable experience.”
“Adding pleasure to the mix is just one of the differentiations Fila will debut in the new collection”, said Casey Waid. Known for her ingenuity in the world of golf apparel, Waid held a lead role in product design development.
Soft, compacted Pima® cotton 60/2 and 80/2 yarns are combined with a hydrophilic finish for moisture management and a UV finish for protection from the sun’s harmful rays. The range incorporates Lycra into a majority of the styles for increased freedom of movement and mobility. “The result in apparel,” said Waid, “is a shirt that fits well, looks stylish and keeps the player cooler, drier and more comfortable.”
The line also boasts luxurious silk/cashmere sweaters, an extensive offering of bottoms as well as a complete collection of outerwear. Drawing upon Fila’s expertise in mountain, the golf collection incorporates features like stretch knit panels on windwear and softshell jackets. The attention to detail is a trademark of the brand, apparent in pieces such as stretch woven rainwear that is) fully seam sealed with waterproof zippers. The silhouettes have a sleek, modern fit inspired by the brand’s Italian heritage. The colour palette is composed of shades and hues seen in the highest breed of Italian fashion. Meanwhile, the extensive range of colour allows for numerous layering options for retailers. The women’s range is among the most progressive in golf today, noted Waid-refined femininity, coupled with cutting-edge designs, making it truly unique to the marketplace.
Products are available for retail on-site at a Seve Trophy venue that mirrors Fila’s newly unveiled flagship store on Madison Avenue, New York.