Set in the fictional Bellissimo Country Club, Fila’s latest ‘Bellissimo’ campaign from Sid Lee draws on heritage to reignite love for the athleisure brand. The campaign expresses Fila’s updated branding which both embraces the brand’s heritage and highlights a refreshed focus on combining style and beauty with sport performance.

Fila was established in 1911, born in the north of Italy, and has a long-standing relationship with sporting excellence. ‘Bellissimo’ accompanies the release of the Fall/Winter 2024 ‘Casa Fila Collection’. It is the first campaign to feature Fila’s refreshed branding and is intended to set the future tone for the brand.

Speaking on the campaign, Todd Klein, Global Brand President at Fila, said: “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”.

He adds: “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”.

Opening in the Italian countryside, a hero film follows a protagonist delivering pizza, as he makes his way through the Bellissimo Country Club. The club is a modern take on traditional establishments, and invites everyone in to engage in both sport and play.

Light-hearted and fun moments are littered throughout the film. There is a Challengers-esque montage of a tennis doubles rally and game of golf which involves teeing off from a teacup.

During a pool scene, Fila nods to its long history of tennis sponsorship. This includes green and white ice cream scoops that look like tennis balls and deck chairs embellished with tennis ball look-alikes. There are also tennis balls floating in a pool, where two friends sit and play backgammon, kitted out in Fila’s latest collection.

The protagonist's task is not yet complete, and he ventures through a kitchen busy preparing food for a huge outdoor dinner party. At the dinner party, live music is played and pasta is shared. Diners wear a range of Fila attire, dressed up with sunglasses, necklaces and suit jackets - showcasing the collection’s versatility.

Finally, after a long journey, the protagonist reaches his friends with the pizza in hand. As the sun sets, they dig in by the pool. Then the word ‘Bellissimo’ appears in the closing shot, summarising the sentiment of the campaign and Fila’s refreshed branding.

The new Casa Fila collection offers revamped versions of classic pieces, like the BB1 Polo which is now available in performance materials, and new designs for tennis looks.

Speaking on the campaign, Emily Maxey, SVP Marketing at FILA, said: “A clear celebration of our Italian heritage, ‘Bellissimo’ is FILA’s toast to living life to the fullest, in sport and in play”.

She continues: “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 ‘Bellissimo’ campaign, aiming to bring consumers into the world of Fila, launched across social media, including organic paid media, influencer content and out of home assets.

Interweaving its heritage and modern offering, the Bellissimo Country Club is the perfect encapsulation of Fila’s refreshed branding. The club is open to both sport and play - captured by the enthusiastic, focused game play, and the vibrant, light-hearted downtime. As such, Fila and Sid Lee successfully deliver the refreshed focus for the brand: combining beauty and sport.

In the midst of a summer of sport, the campaign combines style and sport to showcase its new collection and reignite love for Fila for old and new audiences alike.