Globally recognized sports brand FILA is excited to unveil its new brand campaign, titled “Bellissimo.”
Developed in collaboration with the creative agency Sid Lee, this campaign reimagines the traditional country club scene as the “Bellissimo Country Club” – a vibrant place where everyone is invited to embrace la vita bella through a delightful blend of sport and play.
The campaign follows a pizza delivery driver as he navigates through a bustling country club where patrons engage in intense tennis matches, enjoy rounds of golf, or take dips in the pool, all while showcasing FILA’s latest collection. Aperitifs flow, highlighting the balance between the dedication to sport and the celebration of the journey.
From a bustling kitchen to a towering cake, the delivery driver continues his mission, pausing to chat with friends and sample the dinner menu. After a lively dinner party, he finally reaches his destination in the early morning hours, dipping his feet in the pool with other patrons while enjoying a slice of pizza. Watch below:
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“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.”
“We’re thrilled to be partnering with the team at FILA to reintroduce the DNA of the brand,” added Tom Ramsden, Chief Executive Officer, Sid Lee USA. “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.”
Sid Lee worked with FILA to reintroduce the brand, reset brand perception, and reignite brand love. The goal was to welcome people into the world of FILA, where high performance meets a zest for life, celebrating both grit and grace in a beautiful way. The campaign is based on the insight that young consumers want to work hard towards success but also indulge in and enjoy life simultaneously.
“Bellissimo” is the first campaign launched under FILA’s new brand purpose via the Bellissimo Country Club platform, a visual and physical space that brings the spirit of FILA to life.
This 360° campaign will be present across numerous channels, including organic and paid social, connected TV, out-of-home (digital, traditional, and guerilla), publishing partnerships & activations, online video, programmatic, high-impact display, and influencers/creators starting on July 10th.
To this new FILA work, the Reel 360 News Team says, “Bellissimo!”
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