Italian fashion brand Fila has launched a new campaign and collection to celebrate its Italian heritage and highlight a renewed focus on combining beauty and sport performance.
The Bellissimo campaign and the AW24 Casa Fila Collection signify the beginning of a new era for the brand, aiming to reshape its identity and perception among consumers. Inspired by its rich heritage, Fila emphasises its commitment to style and performance, embodying the brand’s belief in balancing both elements seamlessly.
Designed for the modern club sport athlete, the collection features elevated takes on Fila classics, such as the BB1 Polo now made with performance materials, and tennis apparel that merges the brand’s classic design DNA with contemporary twists.
Todd Klein, Fila's Global Brand President, says,the campaign and new collection set the tone for Fila’s future. 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 through a delightful mix of sport and play, he adds.
The campaign can be viewed across Fila-owned and operated channels, through paid media, influencer content, out-of-home (OOH) advertising, streaming, and e-commerce platforms. Its hero film will be adapted for social media channels, with imagery from the film used in OOH and retail locations.
