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JD adds Fila license to portfolio of brands

Young fashion giant JD Sports Fashion has signed an exclusive licensing deal with sports brand Fila to sell and manufacture the brand in the UK, Ireland and Channel Islands.

Fila products will be available in JD’s stores and on in autumn 11, as well as in other fascias of the JD Group and selected wholesale channels. JD has also been given the right to sell Fila branded products in its retail stores across Europe.

Peter Cowgill, chairman of JD Sports, said: “The Fila brand is one of the most recognizable names in sportswear and athletic footwear and has long been known as an authentic sport brand. We are excited to share in the heritage of this storied brand through this licensing arrangement. This partnership allows us to advance our strategy of bringing high-quality, sport fashion brands to our consumers.” 

Fila Korea, which reacquired the master license earlier this year, has been restructuring the strategy of the business with the ultimate goal of elevating the brand and streamlining the logistics.

Fila has also signed licensing deals with retailers in other regions with Dosenbach/Ochsner in Europe, SportMaster for Russia and Cravatex for the Middle East (other than Israel), Northern Africa and India.

Readers' comments (1)

  • It would appear that J.D are buying many brands to give the impression that they are a bigger business than what they actually are. I've seen this before and it fools nobody.

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