A Love/Hate Relationship With Fila

With all due respect, being a teenager in the early 2010s you didn't want the embarrassment of having a pair of Fila trainers on. However, that wasn't always the case.

The rise of Fila's footwear in the market began once Grant Hill (GH) signed an endorsement deal with them in 1994, right after completing college. Upon entering the NBA draft, he was chosen as the third overall pick by the Detroit Pistons. At this stage, Fila likely realised they made the right move.

Grant Hill's mid-top silhouette saw instant success, moving 1.5 million units, succeeding the Air Jordan franchise as the fastest-selling debut signature basketball model. The public demand naturally grew stronger with his consistent excellence, proven by earning the Rookie of the Year title and maintaining stats comparable to legendary figures like Michael Jordan.

Image via @kicksoncards

Among all the models, GH 2 appeared to be the favourite. The upper consisted of a leather material accompanied by an outline of patent leather, also present on the heel strap. Embroidered logos are visible on various parts of the shoe. Its plain nature was designed to give flexibility in dressing up or down, both on and off the court.

Their momentary popularity is difficult to explain, but expect the success of Nike and Adidas at the bare minimum to be contributing factors. Fila couldn't keep up.

Around 2018/19, there was another slight resurgence in the admiration for Fila with the comeback of their Disruptor 2. Only for it to decline once more.

This low-top silhouette maintains a chunky appearance with its jagged sawtooth outsole but remains light on the feet thanks to its lightweight EVA construction. Consistent with other Fila models, you'll find embroidered logos on different parts of the shoe as well as embossed in the midsole. Attempting to blend style and comfort.

Extensive efforts were made to offer diverse designs for the model, encompassing variations in suede/leather material, pastel colourways and partnerships with many brands like Patta, Alife and more.

The very characteristics that spurred the revival were constantly mocked on social media as its size and appearance were deemed bulky and unappealing by many.

Fila doesn't have to be the brand of forgotten footwear. Drawing from their achievements, they can easily reclaim a leading position against competitors. It'll be intriguing to watch their plans unfold in the upcoming years, as they hopefully strive to generate renewed excitement for their brand.