Fila is struggling. A brand with a storied legacy in tennis, one that not long ago ranked among the most dominant on the WTA Tour, is steadily fading from the sport. Even American Emma Navarro, so far Fila’s top WTA representative, has left the brand, transitioning to FP Movement as her apparel sponsor and Asics Solution Speed FF 4 for shoes.
Founded in Italy in 1911 and now owned by a Korean conglomerate, Fila has dressed some of the biggest names in tennis history, including Monica Seles, Jennifer Capriati, Kim Clijsters, Svetlana Kuznetsova, and Ashleigh Barty. Its most recent peak came in 2019, when half of the players at the WTA Finals competed in Fila apparel.
Since then, however, Fila’s presence on tour has steadily declined. Over the past few seasons, its visibility has become increasingly sparse, fueling speculation that the company is reassessing its commitment to tennis altogether.
As Vogue reports, Navarro’s deal with Fila came up for renewal last September, prompting her team to explore alternatives that would offer greater autonomy and customization. During that process, FP Movement quickly emerged as a natural fit: her agent at GSE Worldwide already represents the brand’s other tennis ambassadors—Sloane Stephens, Danielle Collins, and Sofia Kenin—streamlining discussions and easing the transition. Alongside the apparel switch, Navarro also entered a one-year footwear agreement with Asics, having previously sported Fila shoes.
Romanian player Jaqueline Cristian top 39 wta it’s now with Fila. She switch from Nike.
Cristina, thanks for the input. You’re right that Fila is currently promoting her as a new player. Personally, I’ve found the reports about Fila shifting away from tennis credible, especially given the noticeable drop in tennis-related press releases and new collections. In the past, they consistently launched and heavily promoted new lines, backed by a strong roster of top players. That visibility has clearly declined in recent years.
Of course, we’ll see how things develop over time. This could also reflect a narrower pullback or a loss of focus specifically in the American market rather than a full exit from tennis.
So sad, i remember Jankovic dress from RG 2014, statment design
Djole, thanks for adding JJ, I forgot to include her. Yes, she had some iconic Fila designs. Maybe not the best one, but in my opinion the most memorable one, was that “carwash” dress, if you know which one I’m referring to.