FILA celebrates a moment of profound strategic significance with the inauguration of the FILA Brand Experience Center in its historic building at Viale Cesare Battisti 26, Biella. The site, which hosted the brand’s operations from 1923 to 2004, has been reacquired and completely renovated to house the FILA Museum, product and marketing archives, offices, and multifunctional spaces for events and meetings. The new building carries strong symbolic value for FILA: it represents a brand that recognizes its history as a vital resource for shaping its future.

“My love for FILA dates back to the brand’s very early years. I am immensely proud to offer the Group, the City of Biella, and all FILA fans the new FILA Brand Experience Center: a milestone that bridges our glorious past with the future of the Brand,” said Gene Yoon, Chairman of Misto Holdings.

Covering approximately 8,200 square meters, the hub was designed as a true Brand Experience Center—a physical space where FILA not only communicates, but welcomes, narrates, and invites visitors to live the FILA experience in its historical and manufacturing birthplace of Biella. The city, deeply rooted in FILA’s identity, becomes a link between the brand’s local heritage and its global dimension.

The center brings together product, history, brand culture, and contemporary design, transforming the FILA logo into an experiential narrative where employees and enthusiasts alike can connect with the brand’s universe—through archives, the museum and dedicated events.

Inside the Center—home to the FILA Museum and its extensive historical archives (including footwear, apparel, and documents) —the layout offers an immersive and engaging experience. The exhibition traces FILA’s transformation from its beginnings in 1911 as a knitwear manufacturer, to the pivotal shift in the 1970s toward activewear under the leadership of Enrico Frachey, who identified tennis as a key sport for the brand, marking iconic moments such as the partnership with FILA Brand Ambassador, Björn Borg.

The FILA Museum’s exhibition areas have been designed to create a multisensory and authentic journey that celebrates the brand’s identity and evolution. A TIME TUNNEL immerses visitors in FILA’s history, retracing its path from origin to the latest developments in sportswear and fashion through iconic garments and multimedia content.

The narrative continues in the TENNIS AREA, which celebrates a turning point: the 1974 introduction of the WHITE LINE collection, which broke conventions by bringing color to tennis attire—with the first striped-knit polo worn by Björn Borg, accompanying him in his five consecutive Grand Slam victories in England from 1976 to 1980.

The SPORTS AREA pays tribute to the athletes who achieved legendary feats wearing FILA: from Reinhold Messner’s 1978 oxygen-free ascent of Mount Everest in the WHITE ROCK line, to Giovanni Soldini’s around-the-world sailing adventures.

The SNEAKERS AREA delves into FILA’s evolution in footwear, highlighting its entry into 1990s street culture. Finally, the journey explores FILA’s pioneering spirit in bridging the worlds of sport and fashion—creating a hybrid style that conquered both runways and urban scenes through iconic collaborations with Fendi, Y/Project, Haider Ackermann, Roksanda, Hailey Bieber, among others. These partnerships and their memorable campaigns have built a powerful visual universe, transforming sportswear into true cultural expression. 

The FILA Brand Experience Center will open to the public on November 14, 2025, inviting everyone to step into the world of FILA—where sport meets style and history shapes tomorrow.