FILA Elevates Performance Sportswear Style with Bold New Campaign and Collection

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Unveiling the “Bellissimo” Campaign and “CASA FILA Collection”

July 10, 2024, New York, NY — Legacy Italian sportswear brand FILA has ushered in a new era with the launch of its groundbreaking “Bellissimo” campaign and the Fall/Winter 2024 “CASA FILA Collection.” Rooted in the brand’s rich Italian heritage, these initiatives emphasize FILA’s commitment to blending beauty and sport performance, exemplifying a perfect balance between style and functionality.

FILA Raises the Bar on Performance Sportswear Style -addstylers-com (1)

A Tribute to FILA’s Rich History and Vision

“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 optimize performance and style,” stated Todd Klein, Global Brand President, FILA. 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.

Introducing the “Bellissimo” Country Club Concept

The “Bellissimo” campaign reimagines the traditional country club scene as the “Bellissimo Country Club,” where everyone is invited to enjoy the beautiful life through a wonderful mix of sport and play. From the intensity of a hard-fought tennis match to the satisfaction of post-game refreshments, “Bellissimo” celebrates both the sacrifice of sport and the joy of the journey.

“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. The campaign captures the essence of high performance and high style, making it an invitation to experience FILA at its best.

The CASA FILA Collection: Where Classic Meets Contemporary

The centerpiece of the campaign is the new CASA FILA Collection, an elevated line designed for today’s club sport athletes. The collection features revamped versions of FILA classics, such as the iconic BB1 Polo now crafted from performance materials, alongside modern tennis apparel that merges FILA’s traditional design DNA with contemporary twists. This collection is designed to look as good off the court as it does on it.

"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. The CASA FILA Collection represents the brand’s ability to blend seamlessly into various lifestyles, from sport to fashion.

Availability and Launch Details

The CASA FILA Collection includes apparel and footwear for both men and women, available in sizes XS to XXL, with prices ranging from $64 to $140. The collection is available starting today, July 10, on www.fila.com.

The “Bellissimo” campaign will also launch today, spreading across multiple channels including FILA’s owned and operated channels, paid media, influencer content, OOH, streaming, and ecommerce platforms. The campaign’s hero film will be adapted for various social channels, with its imagery featured in outdoor advertising and retail locations.

FILA’s new initiatives mark a bold step forward, blending its storied past with a vibrant future, ensuring that both performance and style remain at the forefront of the brand’s identity.