FILA, a renowned global sports brand, has launched its latest brand campaign titled “Bellissimo” in collaboration with the creative agency Sid Lee. This innovative campaign reimagines the traditional country club as the “Bellissimo Country Club,” inviting everyone to enjoy the beautiful life through a harmonious blend of sport and leisure.
The “Bellissimo” campaign is inspired by the understanding that today’s young consumers strive for success while also wanting to savor and enjoy life. This dual desire is encapsulated in the campaign’s central theme, which emphasizes both hard work and indulgence.
The centerpiece of the campaign features a dynamic pizza delivery driver navigating a lively country club. The scene showcases patrons engaged in various activities such as intense tennis matches, relaxing golf games, and refreshing dips in the pool—all while wearing FILA’s latest collection. This hero spot effectively captures the essence of the Bellissimo Country Club, a space where sport and play coexist beautifully.
The “Bellissimo” campaign marks the first project under FILA’s new brand purpose, embodied by the Bellissimo Country Club platform. This platform is designed to bring the spirit of FILA to life, creating a visual and physical space that celebrates both high performance and a zest for life.
Sid Lee collaborated with FILA to reintroduce the brand, aiming to reset brand perception and rekindle brand love. The goal was to invite people into FILA’s world, which blends athletic excellence with a passion for life, highlighting both grit and grace in a visually stunning manner.
A key focus of the campaign is FILA’s new Casa Fila collection, which features an elevated assortment of reimagined FILA classics. This includes the BB1 Polo shirt, now available in performance materials, showcasing the brand’s commitment to combining style with functionality.
The “Bellissimo” campaign is a comprehensive 360° initiative, spanning multiple channels such as organic and paid social media, connected TV, out-of-home advertising (digital, traditional, and guerilla), publishing partnerships, activations, online video, programmatic advertising, high-impact displays, and influencer/creator collaborations. This extensive approach ensures the campaign reaches a wide and diverse audience.
Emily Maxey, Senior Vice President of Marketing at Fila Holdings Corp, expressed excitement about the new campaign. “FILA is for people who want to indulge in, and enjoy, life. Our new campaign, Bellissimo, is an invitation to live life to the fullest on and off the court. After meeting Sid Lee’s team, working with them was a unanimous decision. We knew they truly understood the vision for our brand and were able to translate that into a beautifully authentic campaign.”
Tom Ramsden, Chief Executive Officer of Sid Lee, echoed this enthusiasm. “We’re thrilled to be partnering with the team at FILA to reintroduce the DNA of the brand. Turning to FILA’s Italian roots, the new brand campaign presents the FILA view on what is Bellissimo– when sport performance, style, determination, and fun come together.”
FILA’s “Bellissimo” campaign successfully reimagines the traditional country club scene, creating an inviting and vibrant space where sport and play harmoniously blend. Through this innovative campaign, FILA reaffirms its commitment to providing high-performance athletic wear while celebrating the joy of life. With the help of Sid Lee, FILA has crafted a beautifully authentic campaign that invites everyone to embrace la vita bella.
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