Fila named Stefano di Martino as chief product & marketing officer for the Italian sports brand, effective immediately. The Milan-born di Martino most recently served as Filas managing director for the EMEA region. His previous tenure at HTM Italia and Nike also showcased an exceptional executive leadership style. His cultural understanding of Fila and his extensive experience in sports-both professionally and personally-initially made him a prime candidate to chart the brands success in the EMEA region when he was hired in 2005, and a natural selection now to continue to energize Filas branding strategies across the globe.
“Since the formation of Filas new executive team in 2003 we have been working to position Fila as an Italian sports brand,” said Steve Wynne, CEO of Sport Brands International and Fila. “We recognized that our real niche had been carved in the 1970s by catering to the individual performer, particularly in upscale resort categories like tennis. We have worked to build on our Italian heritage to make it synonymous with design and quality craftsmanship. This renewed dedication to our true identity is the core of all future platforms. Over the past year, Stefano di Martino has played a critical role in driving that vision in the European region where our brand platform must not only resonate, but actually originate. He assumed the responsibility to direct our critical EMEA markets, and has proven that he can drive this brand to new heights. Now we have entrusted him with the global charge to continue to escalate our growth in an extremely competitive marketplace.”
Di Martino has become known in the industry for a business savvy that includes a specialty for new market development and operational efficiency. One of his primary roles at Fila was to create a highly effective management team for Europe, with the added responsibility of providing a solid strategic approach to rebuilding the brands position. Paramount to his new role will be bringing that gift for collaboration to the United States market across several categories, ranging from sport to sport couture, additionally capitalizing on cross-merchandizing trends for performance and lifestyle collections.
A one-time national 5,000-meter champion in Italy, di Martino also brings a particular passion to the sportswear company. “Fila had an all-inclusive presence in Italy when I was being raised. I do remember running in Fila shoes, and I do have a long-held affection and respect for the brand. More than most-because of my heritage-I brought a particular passion to my position in Europe. I look forward to assuming such an integral role in restoring Fila to its rightful position among the worlds great athletic brands.”
Di Martino will continue to make his home in Milan, Italy where Filas regional headquarters are located. He will also continue in his current leadership role in the EMEA region.