Fall/Winter 2024 is a big season for Fila as it launches a new campaign and collection that it says “celebrates the brand’s Italian heritage and underscores its renewed focus on uniting aesthetics and athletic performance.”
The Bellissimo campaign and Casa Fila Fall/Winter 2024 collection make this “the beginning of a new era,” we’re told, as the company reshapes itself and reimagines itself in the eyes of consumers.
Inspired by its heritage, it “affirms the brand’s bold design stance for style and performance, embodying Fila’s belief in finding beauty in balance.”
The collection is “an elevated collection designed specifically for today’s gym athlete.” It includes refreshed takes on Fila classics (like the BB1 Polo now in high-performance materials) and tennis looks that combine “the brand’s classic design with a modern twist.”
“FILA has a very rich 113-year history in sports, and a key factor in that has been the brand’s relentless focus on creating products and consumer experiences that enhance performance and style,” said Todd Klein, Fila’s global brand president.
“We are now getting back to our DNA by focusing on what has made Fila an icon over the years – timeless design, dedication to craftsmanship, and most importantly, products that make you play better. With the growing popularity of tennis, racquetball, and golf, as well as the growing appeal of running to a new audience, now is the perfect time for Fila to refresh its brand and product offerings.”
The campaign and new collection “set the tone for Villa’s future.”
The campaign reimagines the traditional country club scene as Bellissimo Country Club, “a place where anyone is invited to enjoy life is Beautiful via Miravigliosa “A mix of sport and play.”
“From the intensity of a tough tennis match to the satisfaction of a post-match drink, Bellissimo is a display of courage and grace that simultaneously honors the sacrifice of sport and celebrates the journey,” the company said.
“The Bellissimo campaign, which clearly celebrates our Italian heritage, is a toast to Fila living life to the fullest, in sport and play,” said Emily Maxey, Senior Vice President of 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 will be seen on Velaa’s owned and operated channels, across paid media, influencer content, outdoor advertising, live streaming and e-commerce. The campaign’s main film will be adapted to relevant social channels, while the film’s imagery will be used in outdoor advertising and retail locations.
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