FILA’s “Bellissimo” campaign and “CASA FILA Collection” celebrate the brand’s Italian heritage and underscore its refreshed focus on uniting beauty and sport performance.
The legacy Italian sportswear brand FILA ushered in a new era with the debut of its Fall/Winter 2024 collection and accompanying “Bellissimo” campaign.
Drawing deep inspiration from its Italian roots, this latest venture highlights FILA’s commitment to designing apparel that marries elegance and athletic excellence.
“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,” 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 “Bellissimo” campaign redefines the traditional country club scene, presenting the “Bellissimo Country Club,” a venue where everyone is welcome to enjoy la vita bella through a harmonious blend of sport and leisure.
Whether it’s the fierce intensity of a tennis match or the leisurely enjoyment of post-game refreshments, “Bellissimo” encapsulates the elegance and grit of athletic endeavours.
Emily Maxey, SVP Marketing at FILA, elaborated, “A clear celebration of our Italian heritage, ‘Bellissimo’ is FILA’s toast to living life to the fullest, in sport and in play.
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.
From the setting to the product to the interplay of sport and life, ‘Bellissimo’ is an invitation to experience the fullest and most aspirational expression of FILA.”
At the heart of this campaign is the CASA FILA Collection, an elevated range designed for the contemporary club sport athlete.
Featuring revamped takes on FILA classics like the BB1 Polo, now crafted from high-performance materials, the collection seamlessly blends FILA’s signature design with modern functionality.
Whether on the court or off, the CASA FILA Collection promises to deliver unparalleled style and performance.
“FILA has a unique versatility that allows it to be as at home in the most exclusive country club as it is in the coolest nightclub,” shared Andy Barr, SVP Product, FILA.
“From FILA Brand Ambassador Björn Borg to fashion models, musicians and artists, the versatility of the brand and product will continue to serve as a muse for us as we embark on a new era of FILA’s history. The launch of the CASA FILA Collection is a first look at what’s to come.”
The CASA FILA Collection includes apparel and footwear for men and women, available in sizes ranging from XS to XXL, with prices ranging from $64 to $140. This collection is available starting today, July 10, on www.fila.com.
Launching in tandem, the “Bellissimo” campaign will span multiple channels, including FILA’s owned and operated outlets, paid media, influencer content, out-of-home advertising, streaming services, and e-commerce platforms.
The campaign’s central film will be tailored for various social media channels, and its imagery will feature prominently in both outdoor and retail settings.