Sports fashion brand Fila launched its new tennis strategy in Beijing, combining event sponsorships, athlete partnerships, academic collaboration, and community initiatives. Fila renewed its partnership with the China Open, becoming the exclusive official footwear and apparel sponsor, and announced a joint program with Beijing Sport University and Beijing Institute of Fashion Technology. Central to the strategy is the appointment of Bu Yunchaokete, China’s top-ranked men’s singles player, as Fila’s first Chinese tennis ambassador. The plan also includes the “Most Beautiful Courts” initiative in over 30 cities, alongside grassroots events. Fila aims to build China’s only full-ecosystem tennis brand spanning all ages and playing scenarios.