Italian sporting company Fila wants to grow the brand into a global lifestyle business worth $1 bn. Yoon-Soo "Gene" Yoon, chairman of Fila and holding company Global Leading Brands House, stated in the next three years he could more than double Fila's $400 million to $500 million volume. The brand, who's biggest claim to fame is its Bjorn Borg history, would firstly improve product and segment its distribution channel to take the brand both high end and mass, and, third, focus on U.S. wholesale distribution.

During a news conference in Fila's Madison Avenue store Tuesday night, Yoon announced a new licensing model, through which Fila will license all production except in the U.S. This model takes its inspiration from Yoon's own experience with the company, which began in 1984 when he became its first footwear sourcing agent in South Korea.

Within four years of buying Fila, Sport Brands International Ltd., a company within private equity firm Cerberus Capital Management, sold Fila Luxembourg, which holds the rights to the worldwide use of the Fila brands and trademarks, to Fila Korea. Fila Korea acquired the firm by buying all capital stock of Fila Luxembourg for an estimated $350 million. "Some past management groups thought of Fila as an Italian luxury brand," he said. "They were wrong. It's an Italian authentic sportswear brand."