Sports

Fila has been repositioned in the tennis world with a strategic alliance

Fila has been repositioned in the tennis world with a strategic alliance

With the aim of improving its global positioning strategy, queue – the legendary manufacturer of clothing, sports and urban footwear, decided to bet strongly to become brand new official sponsor of the Argentine tennis club (AAT).

In this way, Fila – belonging to Dass Group– will be the company responsible for dressing the Argentine team of Davis Cup, Fed Cup, Juniors and teams under development for the next two years.

Next weekend, the Argentinian team will debut with the company's new clothing when measured against their counterpart in Colombia, in San Juan. Fila tries to keep the prestige that the brand managed to win in the tennis world throughout history.

"This one strategic decision Of course it is clear from the history of the brand in tennis. With this agreement we have finished consolidating the positioning of queue regional, integration with the trend the brand has taken at the global level, "he noted. Brian Handley, president of Grupo Dass Argentina.

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