Page 42 - EM - Export Magazine Perfumery Edition

LAUNCH

HAPPY

BIRTHDAY,

F-BOX!

THE F-POWER

POLO IS THE NEW

FRAGRANCE LINE

CELEBRATING

THIS IMPORTANT

ANNIVERSARY

Last June Fila celebrated the anniversary of its F-Box, the jerseys of Biella Basketball.
the iconic FILA logo that changed the game of global Since 1973, FILA has been one of the main characters
sports! The F-BOX logo was created by designer in the sports field, setting many records together
Sergio Privitera in 1973. The logo originated from with its athletes.
a study that started from the historical logo of Fila Fila Fragrances joined in celebrating this important
and turned it into a symbol of its time and, it would achievement with a new line of eau de toilette, the
become clearer and clearer, for the future. F-Power Polo. The new line puts the FILA F-Box at
Tennis player Bjorn Borg, mountaineer Reinhold the center, both in its graphic and in the shape of the
Messner, skiing champions such as Ingemar fragrance bottles, which reflect the iconic F of the
Stenmark, Alberto Tomba and Deborah FILA logo. The olfactory pyramid highlights oriental,
Compagnoni, sailor Giovanni Soldini were some of woody and spicy notes for the F-Power Polo for man
the sports icons who helped make FILA’s F-Box so and oriental, fruity and floral notes for the F-Power
iconic, which, in the early 2000s, also appeared on Polo for woman.

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