Bjorn Borg. Nelson Piquet. Grant Hill. These great, cool athletes were all sponsored by FILA. However, for the last few decades, the brand focused on low-cost products in Brazil. As Donald Trump would say: Sad!
To reposition it as a fashion sports brand, we need to bring back the glamour of the past. So that, by wearing FILA, you felt connected to the grit of those former greats.
We did a full-out fashion campaign behind the theme "Life is the hardest game we play". Here's what came out.
Here's the 30-second spot.
And here's the full version of the film, in its 150-second glory.
The photo shoot was turned into a lookbook, distributed to the press, key influencers and trade partners.
We also redid the brand's Instagram profile to make it more visually-appealing.
Wrapping up the year, FILA was the main sponsor of the first sports-inspired edition of MECA, a festival in São Paulo that brings all the cool kids together. To mark our territory, we created a Legacy Store on-site: a showcase with classical FILA items.
What I learned working on this project:
Lots of planning and research were necessary to learn how fashion brands build their appeal and launch their collections — and, then, to understand how to sell all that to the client and their internal stakeholders.