Fila was originally founded by the fila brothers in 1911 in Biella piedmont, with the product being underwear for the people of the Italian alps before the brand got more popular in the 1970s with the endorsement of tennis player bjrn borg, which also owned and operated all fila businesses around the world except fila korea, which was a separate company operating the brand under licence. In january 2007 the global fila brand and all international subsidiaries of the parent firm