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.

For the first year of contract with the AAT, queue he invested $ 3,000,000, including the costs for the AAT, clothing and action of Davis Cup. Since the format of the competition will be adjusted in the coming months, the number will certainly increase in the coming years. Logically, the local economic climate will also have an impact.

In the plans of the company, the growth for the coming year is the forecast. Like every year, it constantly proposes to continue adding assets to the portfolio, which will be evaluated. This is because Fila is an iconic tennis brand and is recognized worldwide.

Under the new slogan "The story is ready now"Fila tries to emphasize that he is going through a moment where he is encouraged to continue building up history in the category, apart from dressing up great glories of the past. In this context, the alliance with ATT has much more to do with branding and brand visibility than with the company itself.

The bet consists of vertical integration the investment in the category (tennis), from investing in players to the most important tournament in the country, they say in the company.

Currently, the tennis category is the one that makes Fila more visible in Argentina. like iconic brand, the number of sponsor proposals is increasing.

For Fila, all these investments are an explicit way to promote sport in the country. And they are proud that they have developed a tournament like the one from the beginning ATP Challenger 75.

In 2015, Fila invested in the creation of the first challenger in the city of Buenos Aires, which was called Copa Fila. Champion crowned in that first edition Kyle Edmund, after overcoming in the final Charly Berloc (current player Fila) and that the next year would be champion of the Davis Cup with Great Britain.

Today that tournament is mentioned San Cristóbal Insurance Cup and continues to call the best tennis players in the world.

Throughout history, queue has a long and distinguished history in the tennis world, which continues to support athletes ATP World Tour and WTA Tour.

The company is currently sponsoring the BNP Paribas Open, the Western & Southern Open, the Dell Technologies Hall of Fame Open, the Rogers Cup and Coupe Rogers, the Porsche Tennis Grand Prix, the Mercedes Cup, the Argentina Open, the Open River, the Brazil Open, the Los Cabos Open and the International Orange Bowl Junior Tennis Championship.

In Argentina, the tennis product line represents 15% of sales. In this context, Fila invests 12% of its turnover in sponsoring tournaments and players.

The brand also has an important presence with local tennis players: Diego Schwartzman; Horacio Zeballos (32 in doubles); Máximo González (53 in double); Guillermo Durán (146 in doubles); and Facundo Bagnis. That is, in the series against Colombia Davis Cup, three of the four members of the Argentine team are Fila players.

In the international arena it sponsors players of the caliber of Marin Cilic (7); John Isner (11); the Argentinian Diego Schwartzman (14); Sam Querrey (35); Andreas Seppi (51); and Dusan Lajovic (62). In the female photo, meanwhile, the names of Karolina Pliskova (8); Ash Barty (15); and Timea Babos (doubles 1).

The Fila brand was founded by the brothers more than a century ago Row from Biella, in Italy. It is internationally recognized for its design and its fundamental role in the development of fashion, tennis and running products. the Dass Grouphas been active for more than 45 years in industrial and market solutions for sports brands, with strong industrial development in Latin America.

What does the new clothing from the Argentine Davis Cup team look like?

The tennis players who will wear the new collection will be Diego Schwartzman, Horacio Zeballos, Máximo González, belonging to Fila Team; and Guido Pella.

The capsule is inspired by vintage designs of the brand, respecting the classic style but made with technical performance methods. It consists of the official game set, starter set and training equipment. Their colors represent our selection: blue and white.

The collection will be on sale and at the Fila stand in the Davis Cup series in San Juan.