Creativity is our strength. Technology is our fila athletic shoes future. " The company also established new research and design centers in the key geographic markets of Italy and Korea . Efforts at geographic diversification were so successful that by 1995, Korea had grown to become Fila ' s second largest market, behind the United States but exceeding Italy. In acknowledgment of the fact that the United States had become its largest and most important market, Fila moved its global operations center to its U.S. headquarters mid-decade.The new leaders launched a number of cost-cutting initiatives.

Revenues fell another 13 percent in 1999, and Fila Holding posted another net loss, although the loss was much smaller than the preceding year. Midyear, Frachey stepped down as chairman and was replaced by Nicol ò Nefri, who had been deputy chairman.Also in mid-2001, Fila bolstered its financial position through the issuance of 33.3 million new shares of stock to existing shareholders, raising EUR 146.7 million. Through fila black and white this capital increase, HdP ' s stake in Fila increased from 54.6 percent to 71.9 percent. Simultaneously, however, HdP announced that it was seeking to sell its stake in Fila and its other fashion units to concentrate on its publishing operations.

A U.S. investment group called Continental Partners emerged as a suitor, as fila blue sneakers did Golden Gate , another investment firm, and VF Corporation, the maker of Lee and Wrangler jeans. By late 2002, however, no deal had been completed.In the meantime, CEO Scannavini resigned in February 2002 and was succeeded by Marco Isaia, who had served as Fila ' s chief operating officer since January 1998. In June 2002 Fila opened a Fila Sport Life flagship store in Tokyo . In September 2002 Fila ' s shareholders approved a plan to recapitalize the company, which included dipping into company reserves, executing a reverse one-for-two stock split, and completing another capital increase in order to raise a further EUR 146.7 fila boots black million.

Savvy endorsement contracts with the likes of basketball stars Grant Hill and Jerry Stackhouse helped push the brand from an eighth-place ranking worldwide to number three by 1996. In acknowledgment of the fact that America is its largest and most important market, Fila moved its global operations center to its U.S. headquarters mid-decade. Italian investment firm Gemina S.p.A. owned a majority interest in Fila in 1996, but that ownership structure appeared subject to change in 1997. Ongoing negotiations between Italian apparel giant Marzotto S.p.A . and Gemina could portend a merger or acquisition among the businesses.

Remember that athletic shoes and apparel are mostly used " off the court, " for " streetwearpurposes, " which implies relaxation, non-competition, but still a strong emphasis on the sportive image. FILA ' s lifestyle is what we will be focused on in the coming years, to take FILA to the next level .The diversification also re-emphasized high-end sportswear and casual footwear with a particular focus on the long-neglected women ' s market. In 1995, Fila bought market share and expertise in women ' s and children ' s clothing via the acquisition of French sportswear manufacturer Dorotennis SA. The parent company hoped to expand this new subsidiary from its European base into America and Asia .

Fila fought the perception fila boots white that it was a " fashionable but low tech " brand by establishing a research and development center in Portland, Oregon, and staffing it with engineers hired away from Nike. Fila ' s 1996 annual report stressed the strategic shift, asserting " Style is our heritage. Creativity is our strength. Technology is our future. " The company also established new research and design centers in the key geographic markets of Italy and Korea . Efforts at geographic diversification were so successful that by 1995, Korea had grown to become Fila ' s second-largest market, behind the U.S. but exceeding Italy.