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Brands & Branding and Private Labels Case Study

Case Title:

Revival Plans of Italian Sportswear Brand FILA: Can CEO Yoon-Soo Yoon Pull it Off?

Publication Year : 2010

Authors: J Thadamalla, N Sharma, K Suresh and V Dadhwal

Industry: Sports and Sports Related


Case Code: BBP0133IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2007, Yoon Soo Yoon, CEO of South Korean firm Global Leading Brands House (GLBH), acquired Italian sportswear brand Fila. Once among the world's leading footwear and sports apparel brands, Fila had slipped down over a period of time. The ownership of the brand had changed hands several times and analysts believed that Fila's market potential was not fully tapped by its previous owners who positioned it as a luxury brand and sold through high-end departmental stores. Yoon decided to revive the Fila brand and began revamping its image in its key markets like US and South Korea where it had tremendous growth potential. However, analysts cautioned about huge challenges. The case details the reasons for Fila's downfall and the strategies adopted by Yoon to revive the brand in its key markets. The pedagogical objectives are: (1) to ; and (2) to .

Pedagogical Objectives:

  • To understand the challenges in reviving a brand.
  • To understand various brand revival strategies.

Keywords :  Fila, Yoon Soo Yoon, Brand revival strategies, US footwear and sportswear industry, Nike, Adidas, Brand building, Brand repositioning, Reebok, Bjorn Borg, Tennis

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