WITH A BOLD NEW CAMPAIGN & COLLECTION, FILA RAISES THE BAR ON PERFORMANCE SPORTSWEAR STYLE. FILA’s new “Bellissimo” campaign and “CASA FILA Collection” celebrate the brand’s Italian heritage and underscore its refreshed focus on uniting beauty and sport performance
July 11 2024 — Today, legacy Italian sportswear brand FILA announced the beginning of a new era with the debut of a new campaign and Fall/Winter 2024 collection. Drawing inspiration from the brand’s Italian heritage, the “Bellissimo” campaign and “CASA FILA Collection” affirm the brand’s unapologetic stance on designing for style and performance, exemplifying FILA’s belief in finding beauty in the balance.
“FILA has an incredibly rich history 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 optimize performance and style,” shared Todd Klein, Global Brand President, FILA. “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 first external expression of a refreshed brand purpose and POV, the “Bellissimo” campaign and FW24 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 honors the sacrifice of sport and celebration of the journey.
