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JD Sports add Fila brand to portfolio

JD Sports continues to establish it market leader status by obtaining the rights to sell the Fila brand throughout it's the shops in the UK, Ireland and Europe.

The Fila brand has been around for 100 years old this year and the deal was one of a number announced by the holder of the brand's master licence, Fila Korea, this morning.

JD Sports offers sort after distribution channels to Filo in Europe which it is hoped will reverse the product perception as downmarket.

JD Sports will begin selling Fila products in its stores and on the website in the autumn.

Chairman Peter Cowgill 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.”

George Moss

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