Some brands are so busy looking forward that they forget to nurture their legacy. Fila, one of the fastest-growing brands in the athletic lifestyle category, is an exception. Not content with being one of the most storied brands in footwear, Fila has committed to continuously reinventing itself for new audiences while maintaining historical elements that make their products special. A critical part of that journey is a social and digital strategy that brings the Fila story together. Alex Frias (pictured at top), Vice President Digital at Fila, shares his thoughts on why the Fila legacy is important and how culture plays a key role in driving their social story.
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