ÿþGrailed's Lawrence brown fila shoes Schlossman acknowledges the shoe's tremendous popularity, but considers it the "death knell of the  ugly sneaker' trend"  the Disruptor might not have started it, but in the way that trends get so big they pass into irrelevance, it finished it off. "What started with Balenciaga's meta, heavy-handed trolling and the appropriation of normcore brands like New Balance has culminated with the worst possible version of this particular aesthetic," Schlossman says. "Thanks to a bottom of the barrel barrier of entry from both a sticker price and availability perspective, the Fila Disruptor has gone absolutely fucking nuclear. You hate to see it."

Still, Fila is laughing  literally. "In honesty, when anything has a huge cultural moment there will be backlash from those who move on fastest once that item has exhausted its cool factor within that cohort," Canipa says. "We love the memes  for one they reinforce the success that we have seen with this shoe, cheap fila and for two  they're funny as hell!" While a brand ranking its success on how savage the memes about its product are feels like a real window into our current internet and consumer culture, there's another lesson here: never underestimate the spending power of teenage girls.

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While the company was able to carve out a reputation in the world of tennis, the brand still continued to lack sales in the United States, behind Nike and Reebok .In 1994, Fila aimed to change this by signing an endorsement deal with NBA star, Grant Hill, along with World Cup 94 winning skier, Alberto Tomba. This marked a change in fortunes for the brand as it continued their tug of war with Nike and Reebok. The '90s also saw a huge increase in sales within the South African market, with most kids growing up during that era owning a pair of Fila sneakers  myself included.During their rise in the sporting world, Fila adopted a new logo in the 1980s.

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