Kitchens, Susan
June 2008
Forbes Asia;6/30/2008, Vol. 4 Issue 12, p78
The article reports on the aims of Yoon-Soo (Gene) Yoon, chief executive of Fila, to revive the Italian sportswear brand Fila in South Korea. The author stated that part of its initiative is the advertising ad of sexpot socialite Paris Hilton, with her fetching pose in a belly-baring $180 white tracksuit. He added that Yoon is cutting prices and expenses and pitching its active apparel to a bigger audience of would-be athletes to rebuild the brand.


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