Avia Rival is a term used to describe three major competitors in the athletic footwear industry: FILA, NIKE, and ELLE. FILA is an Italian sportswear company founded in 1911, NIKE is an American multinational corporation founded in 1964, and ELLE is a French fashion house founded in 1945. These three companies are all major players in the athletic footwear market and have been rivals for many years.