The term "casuals" has been synonymous with British football hooliganism since at least the 1980s so it is perhaps surprising to see it used to market clothing inside football grounds.Back in August 2009 Advertising hoardings at England's friendly in Amsterdam carried the legend: "Fila: Icon Of The Casuals".
This is part of a wider marketing campaign and, with a plug on its official website for a remake of the 1988 football-hooligan movie, The Firm, Fila is clearly aware of the football-violence connotations of the word, and explains how "rival gangs, known as firms, and their members described as 'casuals', wore brightly coloured sportswear".
The FA pointed out that the advertising hoardings at the match had been sold by its Dutch counterpart through a third-party agency. But a spokesman added: "We have a very strong stance on hooliganism; we are held as a standard bearer across the world."
The campaign by Fila, which did not return calls, does not seem to sit well with the demure reputation of the game.
Fila has been a long standing casual brand and is now today back at its best with the latest Fila Vintage Collection comprising of Tracksuit Tops, Polo Shirts, Shorts and Other Clothing. Whatever is deemed politically correct these days Fila is a sportswear clothing brand and will always be associated with the match and loved by match going lads!!!!
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