出品｜虎嗅商业消费组 作者｜柳柳 编辑｜苗正卿 题图｜FILA 当网球成为中产新宠，FILA选择All in。 从签下网球运动代言人到重塑产品，这家安踏旗下的"现金牛"正试图在巨头环伺的网球赛道上，抢注属于自己的未来。但这注定也是一场用短期阵痛换 取长期地位的豪赌。 在北京首创·郎园Station一座艺术馆的聚光灯下，FILA宣布与中国网球公开赛续约，升级为中网独家官方运动鞋服赞助商。看似一场常规的商业合作， 对FILA而言，却更像是一次意图鲜明的"抢注"加码网球生态的宣言。 与此同时，FILA也同步揭晓了三大战略动作：携手北京体育大学与北京服装学院共建"科技+美学"产学研生态链，签下中国男子网球头号选手布云朝克 特成为首位网球代言人，并发布融合专业性能与时尚设计的全新网球装备系列。 这一系列精心策划的动作，是FILA战略转向的缩影，折射出FILA避开大众运动品类的红海竞争，以网球生态为支点，撬动高端运动时尚市场的野心， 也直指4亿人规模的中产阶层核心战场。 毕竟，网球这项兼具社交属性、专业门槛与时尚基因的运动，与中产阶层运动趋势高度贴合。此前，FILA三大网球经典产品，就包括苏珊裙，经典历 史迭代款Sett ...

Core Insights - FILA is making a strategic shift towards the tennis market, aiming to capture a share of the high-end sports fashion market, particularly targeting the growing middle-class demographic in China [1][2][5] - The company has announced a partnership with the China Open, signed a top male tennis player as a brand ambassador, and launched a new line of tennis equipment that combines professional performance with fashion [1][2][5] - FILA's revenue has shown significant growth, reaching 141.8 billion yuan in the first half of the year, marking an 8.6% increase year-on-year, despite facing challenges in maintaining profit margins [5][9][10] Company Strategy - FILA's new CEO, Jiang Yan, has introduced the "ONE FILA" strategy, focusing on premium sports categories like tennis and golf, product innovation, and retail upgrades [5][6] - The brand aims to increase the revenue share of footwear products, particularly in tennis and golf, which are seen as key growth areas [6][9] - FILA's marketing strategy includes leveraging its historical products and engaging in targeted promotional activities to enhance brand visibility in the tennis segment [2][6][8] Market Trends - The tennis market in China is projected to grow significantly, with an expected market size of 624.9 billion yuan by 2029 and a compound annual growth rate exceeding 10% [10][11] - The number of tennis players in China is anticipated to reach 25.19 million by 2024, reflecting a 28.03% increase since 2021, with a notable rise in female tennis consumers [10][11] - The competition in the tennis apparel and equipment market is intensifying, with major brands like Nike and Lululemon also targeting this lucrative segment [13]