Originally posted on Sports Business Digest  |  Last updated 1/10/12
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The FILA family has officially grown a little larger. The company, well-known for manufacturing sports and leisure footwear, has added tennis super star Jelena Jankovic to their endorsement roster.

“I have always been attracted to Fila’s fashion-forward designs and especially appreciate their commitment to infusing our sport with beauty and fashion,” said Jankovic. “Fila has such a rich tennis history and it is an honor to be wearing the same brand as the stars I admired as a child.” (via Press Release)

Janokovic had previously been under contract with Chinese-based sportswear company ANTA, whom she joined in 2009 after she was not re-signed by Reebok.

As Fila enters its 101st year of existence, they seek to make a splash with Jankovic,

“We are thrilled to add former #1 ranked Jelena Jankovic to the Fila family,” said Gene Yoon, Chairman of Fila. “Her on-court and off-court style is consistent with the tennis champions that have worn the Fila brand since the 1970s. As we enter the 101st year of the Fila brand, our commitment to the sport that has been such an important part of our history will be strengthened by relationships with world-class athletes like Jelena.”

Fila’s signing of Jankovic further expands their already well-established footprint in the world of tennis — the company currently is a sponsor of the Sony Ericsson Open, the BNP Paribas Open, the Campbell’s Hall of Fame Tennis Championship, and they are a footwear licensee of The Championships at Wimbledon.

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