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The consecutive European Cup and the Paris Olympics have ignited consumers' passion for sports. Recently, in response to the booming sports consumer market, on the super e-commerce node - Tmall Super Brand Day, Italian high-end sports fashion brand FILA continued to "play by the rules" and chose to join hands with BBC Earth to create an immersive experience of returning to nature outside the stadium through a "Natural Migration Plan".

In Shanghai, FILA innovatively created the "FILA ECO LAB Sustainable Innovation Workshop", which is also a full-scale display of FILA's "sustainable fashion" concept. Through the three major areas of low-carbon practice area, innovative future area, and natural co-creation area, the FILA ESG concept is immersively displayed. At the same time, the FILA | BBC Earth joint series of products are displayed there, using environmentally friendly materials to convey the concept of protecting the environment and reconciling with nature. Professional outdoor jackets are accompanied by high functionality, high protection, and performance to adapt to various climates, perfectly interpreting the outdoor products that integrate fashion, comfort and performance. Here people can also experience Afro African dance and animal flow interaction, and feel the energy of animal movement from body movements. In the future, FILA ECO LAB may become a new FILA store type to land in more cities. Every consumer who enters this experimental space can participate in low-carbon actions and respond to the beautiful vision of "coexistence with nature". Relevant people said that FILA ECO LAB is not limited to creating a limited-time space, but will infinitely expand FILA's in-depth interpretation and practice of the concept of "From Nature to Nature".

As a sports brand leading the high-end fashion track in the Chinese market, FILA has become the first brand to insist on "sustainable content" as its promotion theme for three consecutive years with the help of the largest brand joint marketing platform on the Alibaba platform. Through this event, FILA once again conveyed to the outside world the concept of refined operation and its active exploration in sustainability.

According to the fourth quarter financial report of 2023 and the latest full-year operating performance data released by ANTA Group, the parent company of FILA, in January 2024, the retail sales of FILA brand products (calculated by retail value) in the fourth quarter recorded a positive growth of 25-30% compared with the same period in 2022. For the whole year, the retail sales of FILA brand products (calculated by retail value) recorded a positive growth of 10-20% compared with 2022. According to the single-quarter operating performance released by ANTA Sports, in the first quarter of 2024, the retail sales of FILA brand products (calculated by retail value) achieved a high single-digit year-on-year growth.

With downward economic pressure still existing and the growth rate of the domestic social consumer market slowing down, FILA is able to outperform the industry growth rate in the trendy sportswear market where competition is becoming increasingly fierce and internal competition is serious. The reason is that it continues to cultivate its operational internal strength and continue to innovate to enhance the multi-dimensional brand experience.

Looking back over the past year, FILA has made many strategic changes to increase customer spending, including differentiated layout of offline stores and improvement of high-quality offline channels. Its three brands, FILA CORE, FILA Kids and FILA FUSION, have all achieved new highs in store efficiency.

Online, FILA has rationally combined well-known e-commerce IPs such as "Super Brand Day" and "Little Black Box", and actively expanded its short video platform business, building teams, content and ecosystems on all major platforms in an all-round way. The growth rates of the three platforms have all exceeded expectations.

At the same time, FILA insists on targeting its original target customer base, and while maintaining the high-end fashion sports market, it also strengthens its efforts to meet the consumption needs of high-end elite groups. The brand continues to delve into sustainable fashion and has launched a brave exploration of the future fashion landscape around ESG.

At present, the concept of ESG (environment, society, governance) has become a global consensus, and the popularity of sustainable development in China is rising. According to the report "Chinese Consumers' Sustainable Consumption Perspective: Current Situation and Future - Generational, Gender and Urban Analysis", Chinese consumers expect brands to continue to innovate on the sustainable path: including measures in materials and carbon reduction, and hope that brands will balance categories, prices and functions in terms of sustainability. Experience-based consumption has become the mainstream of sustainable consumption, and the two younger generations of consumers have begun to support emerging sustainable concepts such as commodity recycling.

In response to such consumption trends, FILA continues to practice ESG governance. On Earth Day in April 2024, FILA and VOGUE jointly drew a blueprint for "extending the lifeline of clothing", allowing the power of nature and sports aesthetics to complement each other and encourage more consumers to join FILA's sustainable development plan. During Tmall Super Brand Day in 2024, FILA and BBC Earth launched the "Natural Symbiosis Carbon Neutral T", which can be degraded and returned to nature under specific composting conditions, and is expected to achieve the full environmental protection link of "From Nature to Nature".

FILA's "From Nature to Nature" environmental protection proposition not only covers the entire chain from product development to material research and development, but also creates innovative environmental protection solutions, including the careful construction of management systems and technical patents such as green engineering, reuse management, and energy conservation system management, providing solid technical support for the implementation of sustainable actions. At the same time, FILA continues to embrace new changes in the industry's sustainable fashion and accelerate the green upgrade of the entire industry value chain. Many of the brand's shoes and clothing products use environmentally friendly fabrics, including TENCEL™ Modal, recycled nylon, SORONA® fiber, CELYS™ fiber, and materials containing EcoFiGegen recycled fiber, which reduce the ecological burden from the subtleties. The product categories span T-shirts, dresses, woven jackets, etc.

During the Tmall Super Brand Day, a super marketing event for e-commerce, FILA launched the core product of the BBC joint series, FILA Shanfeng Cocoon, which once again revealed FILA's determination to create professional outdoor equipment and strongly deploy "emotional outdoor". At present, outdoor sports have become a very popular fashion lifestyle. The fast-paced life has increased people's mental pressure and they are more and more eager to go outdoors on the edge of the city to get close to nature. After keenly observing the role of outdoor trends in broadening the boundaries of sports and fashion, FILA activated the brand's long-standing outdoor genes and created a variety of professional outdoor equipment that meet the temperament of elite sports people. FILA Shanfeng Cocoon has also attracted attention from the outside world with its excellent functionality and design sense: it cleverly uses vibrant colors such as bright yellow, bright orange and spliced ​​green drawn from nature to construct a unique style label of "colorful mountain system"; at the same time, the Shanfeng Cocoon series uses high-performance CORDURA fabric, with full-body waterproof tape bone treatment, and has excellent waterproof and windproof performance; its protective horseshoe sleeves and adjustable cuffs ensure that the inside of the clothing remains comfortable and dry, and the Y-SHAPE outdoor version is matched with differentiated front and back lengths, giving it stronger functionality and fashion aesthetics.

With the help of super e-commerce IP to layout the market, the launch of FILA Shanfeng Cocoon series marks that FILA has redefined "emotional outdoor" with long-term professional outdoor products as the carrier. Under the "double professional" driving model of "elite sports" and "fashion leading", FILA's brand-specific product layout is expected to fully meet the elite people's consumption needs for both professional attributes and fashion of outdoor sports equipment.

What kind of sparks will emerge when sports and sustainable concepts are combined? "FILA ECO LAB Sustainable Innovation Workshop" and FILA Shanfeng Cocoon Series have opened up a new perspective for us. Going green has given FILA a richer and healthier brand image.