Fila and Umbro are seen as value brands in the high street fashion offering not so stylish, more standard footwear which is limited. Both brands have big sponsorship contracts in the world of sports which is where the brands gain the most success, the brands are more sports oriented. Umbro is more known then Fila but Fila have more history and have been around more. Fila have failed to revamp the brand which is why they may not be as strong as Umbro. Umbro is planning to rebrand the brand and launch something new in the future which may gain them more awareness in their footwear department. Fila and Umbro both at threat from other bigger brands in the same market as they are which will effect both brands on the high street.