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| Competitors play tennis at a makeshift court set up at Gwanghwamun Square in downturn Seoul, April 7, during FILA's 2023 WHITE OPEN SEOUL event. Courtesy of FILA Holdings |
By Lee Hyo-sik
Amid the high-rises and historic palaces surrounding Seoul's Gwanghwamun Square, the old and new met earlier this month in an unconventional way. For the first time ever, Gwanghwamun Square hosted a full-size pop-up tennis court for FILA's 2023 WHITE OPEN SEOUL on April 7-8, an event designed to allow the public to experience the brand's own tennis heritage, according to company officials.
Thousands of passers-by were clearly struck by the dazzling white court and drawn to the spectacle of live tennis, including lessons by Lee Hyung-taik, a renowned coach who was the first Korean player to win an ATP Tour event. There were plenty of other attractions there to feed the curiosity of onlookers ― supporting FILA's aim of expanding contact points with customers laid out in its five-year global strategy, Winning Together.
When FILA Holdings announced the global strategy last year, it was clear that tennis would be a prominent feature in its leap forward as a premium lifestyle sports brand.
Not only does tennis' combined elegance, etiquette and athleticism perfectly capture FILA's Without Beauty, There Is No Performance slogan, but the brand is also celebrating 50 years since entering the tennis market. Having first marked the anniversary with a celebration at the BNP Paribas Open in the U.S. last month, FILA's festivities moved to Seoul.
The Gwanghwamun event's title refers to White Line, FILA's tennis wear collection that is inspired by the brand's on-court fashion, which has become iconic since its famous pinstriped shirt was worn by Bjorn Borg during the 1970s when he built a legendary reputation for both his playing ability and sense of style.
This heritage continues to resonate with today's younger generations, and tennis as a sport seems to be benefiting too. The number of indoor tennis courts across Korea jumped six-fold during the pandemic, according to the Korea Tennis Association. The lasting appeal of FILA's tennis wear is a compelling example of what can happen when sportswear and fashion converge.
"The brand has delivered other cases too, including partnerships with high-end fashion names such as Fendi and Haider Ackermann," a FILA Holdings official said. "Hailey Bieber is a further youthful example of a celebrity actively collaborating with FILA."
FILA's five-year strategy promises more collaborations in the coming years, as new products loom on the horizon under the guidance of industry-leading figures hired last year to lead the firm's global design and marketing direction ― whether down a fashion runway or on a tennis court.
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