You know, my girlfriend has been working out and a few days ago she came to me and said: I need a new pair of sneakers to go jogging. Immediately I said: I can get you a nice pair of FILA but then she replied: I'd rather do it myself because I need to try them before getting then we left to the Mobilia Shopping here in Malmö (www.mobilia.se). There we found out that the Intersports shop had great discounts in shoes/sneakers and I asked one guy there about FILA and you know what was his reaction? "FILA? Which year are you in?"
I won't transcribe the entire conversation because it's not important. The important thing is that some people think that FILA is dead and gone and I started wondering about it. Isn't Sweden a good market to them? Isn't it worth it investing to face the "big ones" here? What makes a guy who works in a sports shop think like that? Lack of interest or lack of information about the brand?
Anyway... My girlfriend decided to get a pair of Nike because she said they looked cool and this also made me wonder even more. I know there will be many more like me who love the design of the FILA sneakers but most of them are kindda too "retro" and some people think that "retro" is not cool because it goes against the "design evolution".
I know that if we get those two models FILA came up for the FILA Ducati sneakers it will give a lesson of design but was that all? Shouldn't they come up with more "rash" designs like they do with the inline skates? And what about the impact protection? I mean, I own myself some pairs which are very comfortable but they don't really show the "magic" as a big propaganda like other brands do and the propaganda (as we would say in Brazil) is the secret for the good business.
I won't transcribe the entire conversation because it's not important. The important thing is that some people think that FILA is dead and gone and I started wondering about it. Isn't Sweden a good market to them? Isn't it worth it investing to face the "big ones" here? What makes a guy who works in a sports shop think like that? Lack of interest or lack of information about the brand?
Anyway... My girlfriend decided to get a pair of Nike because she said they looked cool and this also made me wonder even more. I know there will be many more like me who love the design of the FILA sneakers but most of them are kindda too "retro" and some people think that "retro" is not cool because it goes against the "design evolution".
I know that if we get those two models FILA came up for the FILA Ducati sneakers it will give a lesson of design but was that all? Shouldn't they come up with more "rash" designs like they do with the inline skates? And what about the impact protection? I mean, I own myself some pairs which are very comfortable but they don't really show the "magic" as a big propaganda like other brands do and the propaganda (as we would say in Brazil) is the secret for the good business.
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