FILA Holdings Corp.

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

A 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.  

“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. “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.” 

The campaign turns the spotlight on the brand’s new CASA FILA Collection, an elevated assortment made for the club sport athlete of today. From revamped takes on FILA classics (the iconic BB1 Polo now in performance materials) to tennis looks that marry FILA’s classic design DNA with a modern twist, the CASA FILA Collection delivers on beauty and performance, with designs that look as good off the court as they do 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.  “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. The collection prices from $64-$140 and will be available on www.fila.com starting today, July 10.

Also launching today, the “Bellissimo” campaign will live across multiple channels, including FILA owned and operated channels, paid media, influencer content, OOH, streaming and ecommerce. The campaign’s hero film will be adapted for relevant social channels, while the imagery of the film will be used in OOH and in retail locations.