{"id":16702,"date":"2024-08-22T10:00:00","date_gmt":"2024-08-22T08:00:00","guid":{"rendered":"https:\/\/www.fondazionefila.com\/?p=16702"},"modified":"2024-07-15T16:29:47","modified_gmt":"2024-07-15T14:29:47","slug":"white-line","status":"publish","type":"post","link":"https:\/\/www.fondazionefila.com\/en\/white-line\/","title":{"rendered":"FIFTY-YEAR ANNIVERSARY: THE LEGEND OF WHITE LINE"},"content":{"rendered":"\n
\n

\nIn the beginning, it was all about great Italian tennis players such as Tuscan-born Paolo Bertolucci<\/strong> who was nicknamed \u2018the golden arm\u2019 and conquered three clay court tournaments in a single season. Or his long-time friend Adriano Panatta<\/strong> \u2013 born in Rome to a working-class family, and whose passionate attitude led him to conquer important tournaments, both singles and doubles. \n\n<\/p>\n\n

\n\nTheir accomplishments paved the way for new generations of foreign talent. Above all (as you already know), Swedish champion Bj\u00f6rn Borg<\/strong>, who took the Paris Open six times and Wimbledon five with his naturally meticulous attitude and \u2018back of the court\u2019 positioning. Not to mention Boris Becker<\/strong>, the German player who won Wimbledon at the age of 17 (the youngest in the event\u2019s history) and was nicknamed \u2018Boom Boom\u2019 for his physical strength. \nAnd of course, female athletes played a key role. Evonne Goolagong Cawley<\/strong> is one of the most important Australian players of all time, and the only indigenous woman to win 14 Grand Slam titles. Or the Yugoslav player Monica Seles<\/strong>, whose precocious natural talent resulted in a two-handed style for both forehand and backhand.\n\n\n<\/p>\n\n

\nWhat links together such a diverse group of champions? The answer is WHITE LINE!<\/strong> We don\u2019t mean the demarcations on the tennis court, but the very first sports clothing line<\/strong> launched by FILA<\/strong> in 1974. Up until then, FILA had been a family-run woollen textile company operating in Biella, Italy, since 1911. After producing undergarments, the Fila family turned the company Into a global business that radically changed the perception of tennis. Contrary to its name, WHITE LINE apparel was coloured<\/strong>. With foresight and innovation, Italian designer Pierluigi Rolando<\/a> dreamed up colourful, custom-made tennis gear. White Line hailed in a democratic new culture for the game that until then had been considered quite elitist. \nSome of the garments made history. Designed in 1975, the Borg polo shirt featured elegant vertical lines. It was the first time that pinstripes, which are more associated with men\u2019s suits, were seen on the courts. The shirt became iconic, inspiring other athletes and artists like American film director Wes Anderson<\/strong>, who outfitted a character from The Royal Tenenbaums almost exclusively in the shirt. A similar destiny awaited Seles and Becker\u2019s colour-block kits from the late 80s to the early 90s. Their personal style soon emerged with their public image, to the point where they became FILA ambassadors in major campaigns. \n \n<\/p>\n\n

\nFifty years on, there is a new appreciation for this Golden Age of Tennis. The impact of WHITE LINE has never wavered, and it remains a strong inspiration. \nFor a deep dive into FILA\u2019s victories, keep reading our Blog\u2019s articles. Read up on our epic red polo<\/a> shirts at the Davis Cup in 1976 and about the men\u2019s singles final at Wimbledon 1980<\/a>. Enjoy! \n<\/p>\n\n\n

\n

Vuoi ricevere “News da Wonnie”? Iscriviti subito qui<\/a>!<\/p>\n<\/div>\nTorna agli articoli!<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

In the beginning, it was all about great Italian tennis players such as Tuscan-born Paolo Bertolucci who was nicknamed \u2018the golden arm\u2019 and conquered three clay court tournaments in a single season. Or his long-time friend Adriano Panatta \u2013 born in Rome to a working-class family, and whose passionate attitude led him to conquer important […]<\/p>\n","protected":false},"author":1,"featured_media":16723,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1032],"tags":[],"class_list":["post-16702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"yoast_head":"\nFIFTY-YEAR ANNIVERSARY: THE LEGEND OF WHITE LINE - Fondazione FILA Museum<\/title>\n<meta name=\"description\" content=\"In 1974, the launch of WHITE LINE marked FILA\u2019s debut in tennis. 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