Fila reinvents itself for new era via elevated collection and campaign

AW24 is a big season for Fila as it has launched a new campaign and collection that it says “celebrate the brand’s Italian heritage and underscore its refreshed focus on uniting beauty and sport performance”.

The Bellissimo campaign and AW24 Casa Fila Collection make this “the beginning of a new era”, we’re told, as the business reshapes itself and its perception in the eyes of consumers.

Drawing inspiration from its heritage, they “affirm the brand’s unapologetic stance on designing for style and performance, exemplifying Fila’s belief in finding beauty in the balance”.

The collection is an “elevated assortment made for the club sport athlete of today”. It includes revamped takes on Fila classics (such as the BB1 Polo now in performance materials) and tennis looks that marry the label’s “classic design DNA with a modern twist”.

Todd Klein, its Global Brand President, said: “Fila has an incredibly rich 113-year history in sport, and a key factor in that has been the brand’s uncompromising focus on creating products and experiences for consumers that optimise performance and style. 

“We are now getting back to our DNA by sharpening our focus on what has made Fila so iconic through the years – timeless design, devotion to craft, and most importantly, products that make you play better. With the growing popularity of tennis, pickleball, and golf, as well as the increasing appeal of running to new audiences, now is the ideal time for Fila to refresh its brand and product offerings.”

The campaign and new collection “set the tone for the future of Fila”. 

The campaign reimagines the traditional country club scene as the Bellissimo Country Club, “a place in which anyone and everyone is invited to indulge in la vita bella via a meravigliosa mix of sport and play”. 

“From the intensity of a hard-fought tennis match to the satisfaction of post-game libations, ‘Bellissimo’ is a show of grit and grace that simultaneously honours the sacrifice of sport and celebration of the journey,” the company said. 

“A clear celebration of our Italian heritage, ‘Bellissimo’ is Fila’s toast to living life to the fullest, in sport and in play,” said Emily Maxey, SVP Marketing. “Fila is at its best when we embrace the intersection of high performance and high style, and we wanted to highlight that in all aspects of this campaign.”

The campaign can be seen on Fila owned and operated channels, via paid media, influencer content, OOH, streaming and e-commerce. Its hero film will be adapted for relevant social channels, while the imagery of the film will be used in OOH and in retail locations.