City’s other shoe firm going retro

Fila builds fashion momentum as the ’90s become hot with a new generation

Inside a warehouse in Curtis Bay, where conveyor belts rumble overhead and boxes reach to the rafters, workers pack up a hot brand of sneakers, cropped tees and big-logo sweatshirts headed for fashion-conscious consumers across North America.

This is not an Under Armour warehouse. It’s Baltimore’s other sneaker company — Fila — a brand with Italian heritage, tennis roots and a lengthy, if little-known, local history. Fila’s suddenly connecting with a new generation, thanks to its retro appeal, the bulky sneaker trend and collaborations with stores such as Urban Outfitters.

“We’re really in a very strong ’90s retro trend right now,” said Matt Powell, a senior industry adviser for sports for The NPD Group. “Everything ’90s seems to be coming back — movies, TV shows, cereal. Fila was a really important brand in the ’90s. It’s a great opportunity to leverage the trend.”

Fila catapulted to popularity in the 1990s, led by a Sparks-based See FILA, page 10