Project: Bellisimo- Global Re-launch Campaign & Toolkit Development
Agency: Sid Lee, USA
Channels: Digital + OOH
Air Date: July 2024- October 2025 in USA, UK, Italy, Korea and Brazil
Team: Ali Stewart, Kelly Sherman, Malu Lara, Ryan Reynolds, Amy Longfellow, MC Cabral, Mason Pereira
Awards: Gold Clio - Design
Strategy: Today in sports, we act like success is only found at the top of the podium, with most sportswear brands focusinging their messaging on the joy that comes from achieving goals. We discovered that FILA is at it’s best when we embrace the intersection of high performance and high style. To energize the FILA brand, we set out on a journey to re-center the brand on a foundation that has always made FILA great - authenticially embracing it’s DNA of an Italian sport couture brand that unites beauty with sport performance.
Turning to FILA’s Italian roots, we created a new brand campaign that presents the FILA view on what is Bellisimo - when sport performance, style, determination and fun come together.
In Year 2, “Make It Bellissimo (MIB)”—or “Bellissimo Season 2”—brings together the elegance of the Italian Renaissance with the energy of modern sport couture. Think of it as classic paintings springing to life and meeting the spirit of FILA’s performance and lifestyle products.
We took cues from iconic Renaissance art—rich colors, dramatic lighting, and lots of theatrical lair—then mixed in FILA’s signature unique Bellissimo take on athletic performance and style The result? A world where passion meets play, grit meets grace, and where past meets present. Every scene feels like stepping into a living painting, with bold shadows, angelic light, an attention to details, and a cast ready to show off FILA’s latest.
By merging timeless Italian art elements with modern performance, Make It Bellissimo highlights FILA’s roots as well as its ever-evolving style. This campaign is all about grabbing attention— it doesn’t look like anything else out there in the sport categories, it offers a POV on love of sport that’s equal to lust for life and uniquely FILA. The campaign, like the brand, is art literally come to life, reminding everyone that FILA stands both for high performance and bold fashions.
Videos and images were shared with key markets across the globe for use in digital, social and OOH.
Brand Re-launch that leans into FILA’s Italian heritage and sport couture that celebrates high performance with a zest for life. We call this Bellisimo.
Tennis Performance: Film and Photos emphasize FILA’s iconic tennis heritage, and highlight agile movement, precision, and the brand’s commitment to performance.
Dance with Échappé: Film and Photos showcase the new FILA Échappé shoe in sequences that blend dance moves with a sporty lifestyle edge.
Streetstyle Lifestyle & Heritage: Film and Photos spotlight Fila classics like the FX shoes, and the BB1 and Settanta silhouettes in urban chess settings that hint at 90s sneaker culture and still carry a touch of Renaissance drama.
