Gene Yoon: «New challenges for Fila»

He has the merit of having saved an icon of Italian sportswear from bankruptcy and brought the Fila brand back to global fame by putting on sale some 90s classics, such as the Disruptor sneakers, now loved by Gen Z. He accompanied the 2.2-billion-euro brand in the first nine months of 2021 in its debut on the catwalks of Milan women's fashion and organized a show to celebrate its 110th anniversary, with the collaboration of stylist Katie Grand. Born in 1945, Gene Yoon is the businessman with a visionary soul behind the worldwide relaunch of the label, founded in 1911 in Biella and taken over by him in 2007 through its subsidiary Fila Korea. In this exclusive interview for MFF, the South Korean businessman talks about the strategies implemented for the brand —listed on the Seoul stock exchange since 2010— including new co-labs and special events for the fashion weeks.

How have you responded to the pandemic? Will you surpass pre-Covid volumes?

It has been a time of challenges and uncertainties, but our success is a testament to the dedication we put into it. The pandemic has shaped our behaviour and the way we work, travel, shop and live, and we continually strive to adapt and understand consumer needs and preferences.

Fila is known for its co-labs. Are there any new ones in the works?

Fashion loves us and in recent years Gosha Rubchinskiy or Jason Wu (China only, ed.) and Fendi (see MFF of June 27, 2018) have opted to do co-labs with us. There are new and exciting collaborations ready for 2022 in both streetwear and fashion, but also unexpected partnerships like the one with Alessi’s design. This strategy allows us to build a consistent cadence in storytelling and offer an element of surprise that keeps Fila at the forefront of customers' minds. Brands are approaching Fila to tap into its heritage and associate themselves with the F-box logo.

After the 2018 show with Katie Grand in Milan for your 110th anniversary, do you have any other events planned during fashion weeks?

We will continue to present special projects during fashion weeks.

How much do new generations of consumers affect Fila's sales?

We believe that today's customers are the most educated and experienced. They are extremely interested in the brand's values and its responsible actions. We have embraced this trend by giving new generations the opportunity to rediscover Fila and its history. There is versatility in our offerings, allowing the wearers to embrace their own individual sense of style.

What is the approach of the company to sustainability?

We take this issue seriously. While we are working on our medium- to long-term sustainability goals, we have already included the UN’s Sustainable development goals into the entire development of our strategy. It is a solid and realistic plan that will be part of every effort in making business decisions to improve sustainable practices within the company.

Fila is a brand with 110 years of history. What has made it appealing over the years?

Our wide archives tell what the brand has been able to accomplish over the last century. Our influence in sportswear ranges from tennis to basketball, running, skiing, mountain-climbing, sailing, swimming, motorsports and beyond. This rich heritage allows us to trace back to iconic brand moments, merging stories from both past and present and looking to the future. Fila has always understood the value of risk, but its innovative spirit has driven the brand all these years. We have stayed true to performance, style and high quality, while offering fresh, modern and on-trend designs. We keep being very proud of the work we do and the foundation we have built to maintain our legacy in sport and style for the next 110 years.

What has changed since the brand was founded?

The brand was founded in 1911 in Biella, Italy. What took hold in the textile industry became a global icon in sports, fashion and lifestyle, worn not only by world-class professional athletes, but also by individuals who are pioneers of personal expression. Fila's stylistic legacy has since gained fashion admiration in recent years, with a series of collections made in collaboration with influential designers and luxury maisons.

What is the strategic line you have followed since you took over management?

We have been focusing on strengthening Fila's Dna while keeping its history in mind. At the same time, we have tried to respect the local market’s tastes to reach customers efficiently. Through our semestral meetings we introduced the guidelines and the goals of each season to be entrusted to global partners and we supported them in their strategies in the various target markets. This played a significant role in Fila's global success.

What are you working on now?

We are working to develop unique and consistent experiences for consumers in markets worldwide, focusing on long-term sustainable growth and using digital opportunities to make the brand more engaging and maintain its role as a key player in sportswear. (All rights reserved)