September 2019: BSG Completes Another Successful Executive Search— Senior Vice President, Marketing at Fila
Tara Peyrache joins Fila as a dynamic business and brand builder, with more than 20 years of senior marketing leadership in both Fortune 500 and startup environments. Her visionary leadership, strong influence, and data driven approach has played a key part in driving revenue and brand growth globally. She previously served as CMO of True Religion Brand Jeans and possesses an impressive track record centered on global brand management, omnichannel brand strategy, consumer insights and digital marketing. Tara holds holds a B.S. degree in Business Administration and Marketing from San Francisco State University.
Fila was created in Biella, Piedmont, by the Fila brothers in 1911. It originally started by making clothing for the people of the Italian Alps, now manufacturing sportswear for men, women, kids and athletes. The company's primary product was originally underwear, before moving into sportswear in the 1970s, initially with the endorsement of tennis player Björn Borg. The brand got more popular after moving into sportswear. The original Italian ownership shop Holding di Partecipazioni sold the company to US hedge fund Cerberus Capital Management in 2003, after the company over-committed itself to expensive athletic endorsements, at a time when margins were under pressure. Cerberus owned Fila through holding company Sports Brands International, which owned and operated all Fila businesses around the world with the exception of Fila Korea, which was a separate company operating the brand under license. In January 2007, the global Fila brand and all its international subsidiaries were acquired by Fila Korea from SBI, which made it the largest South Korean sportswear company. Fila Korea currently holds all of the rights to the worldwide use of footwear and clothing brands of the parent firm. The Fila product line is sold through Fila's website and at major and specialty retail stores, such as Dick's, Foot Locker, Kohl's, Urban Outfitters, Barneys, Bloomingdales, and Nordstrom.
A century after its humble beginnings, Fila has become synonymous with performance and sophistication. Worn not only by internationally recognized athletes, but the fashion conscious, Fila uses premium fabrics designed to radiate the sophistication of Italian craftsmanship, while allowing maximum flexibility and performance. Their legacy of style earns them admiration to this day. Whether you perform for the challenge of adventure, the rigor of competition, or simply the pleasure and well-being of an active life, Fila helps take people wherever they want to go, because they understand that the beauty of sport is that of a life in motion.
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