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Owing to the shift in consumer preference towards sports inspired athleisure, 2019 saw the comeback of sports brands. One of the key players in the Indian market is the Italian sports and fashion brand FILA with an aggressive expansion strategy. It has been present in the Indian market from over a decade. However, the brand has focused on a rebranding exercise combined with product efficiency and supply chain management. In India, FILA has an exclusive license agreement with Cravatex, the global retail, brand licensing, distribution and sourcing company with presence across India, UK, Europe, North Africa and Middle East. S&A caught up with its COO Rakesh Singh Kathayat to find out how the brand has been doing and what new range and strategies it has launched in the Indian market.

- Rakesh Singh Kathayat

Given that India is a sensitive market, has Fila deployed a different strategy? If so, please elaborate FILA has been present in the Indian market from over a decade, however the brand has focused on a rebranding exercise combined with product efficiency and supply chain management. The focus is on engaging with our customers at a closer level.

In the last two years, we have created a strong base of products that resonate with Indian sensibilities in both the footwear and apparel segments. Our global identity and our India positioning are very similar. Fila will continue to be a fashionable sportswear brand with the latest in design and trends and lead the pack in those terms.

Give us an overview of the product range it has recently launched in India In October FILA launched the Milan Fashion Week SNBN (See Now Buy Now) SS20 range in India. Launching it within minutes of its global launch and getting the Indian customers a chance to be one of the first people in the world to get their hands on the range. The SNBN SS20 collection includes a selection of styles straight from the runway and was available to pre-order immediately after the brand’s show in India.

FILA’s SNBN collection features a range of apparel, accessories and footwear for men and women - designed in a black, white, red and metallic silver color palette - for complete, head-to-toe looks. The special-edition designs embrace elements from classic FILA fashions, while luxe textures, rich hues, and contemporary silhouettes provide a modern and sophisticated update.

FILA India and Superkicks recently launched a special collaboration, the NH8, drawing on the journey of Super kicks (a multi-brand sneaker destination) founder Sangeet Paryani from Jaipur to Mumbai, the pink city to the city of lights. This was an India-specific launch and limited to only 90 pairs of sneakers which got sold out in less than 11 hours in India.