FILA reinvents its own game
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 HoldingsBy Lee Hyo-sikAmid 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
