Fila is launching a new digital campaign to mark the 50th anniversary of the brand’s debut in the world of sports. “It highlights the passion, elegance and Italian heritage that has driven Fila over the past half-century,” the company explains. The campaign features exclusive interviews and sequences with Fila ambassadors past and present. Sports heroes such as Björn Borg, Grant Hill, Reinhold Messner, Alessandra Chillemi and Reilly Opelka convey the message that “numbers are just numbers without love” and that you have to use your passions on and off the court to achieve true greatness. The Fila ambassadors invite us to “do more of what we love” by explaining in mini-interviews and original sound bites what really drives them to excel. By incorporating two pillars – competitive achievement and personal fulfillment – these insights will raise brand awareness on a broader level and give consumers new reasons to love Fila. The campaign launches on June 27 and will be featured on global digital platforms and social media throughout Fila’s anniversary year.
Fila was originally founded in 1911 by Ettore and Giansevero Fila in Coggiola, near Biella, Italy. The company started out making clothes for people living in the Italian Alps, mainly underwear. In the 1970s – which is what the new anniversary campaign refers to – the brand moved to sportswear through an advertising deal with tennis player Borg, and gained popularity as a result. Fila Korea acquired the brand in 2007 and launched its initial public offering on the Korea Exchange in September 2010.
