FILA have signed Chinese actress Ma Sichun as a new brand ambassador. The news was released yesterday (Jan 29) by FILA on its Weibo account. 

Ma Sichun belongs to a new generation of emerging actresses in China. Born in 1988, she has acted in many TV series and films. 

Through this partnership, FILA wants to display the youthfulness and spirit of breakthrough that are embodied in the younger generation, and to convey the young generation’s attitude to lifestyle. 

Prior to Ma Sichun, FILA have previously also signed other entertainment stars in China, including TFBoy Wang Yuan, actor Chen Kun and actress Gao Yuanyuan. 

In 2009, FILA China was sold to ANTA who positioned FILA as a high-end sports fashion brand and set the target audience as while collar workers and young consumers with  good consumption ability and located in first and second tier Chinese cities. In the years since the purchase, FILA have gradually become the revenue growth source for ANTA. 

According to FILA’s President of the Greater China region, Yao Weixiong, FILA has been trying to make their brand younger since 2010. As to the next three years, their goal is to become one of the top three brands in the Chinese high-end market. 

Reference: Weibo

Proofread by Raymond Fitzpatrick