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FILA, founded in 1911 in Italy, rose to fame in the '80s and '90s across tennis, basketball, and as an off-court icon. On the cusp of a brand refresh, FILA brought us on as their copywriting partner to help them bring a unified brand voice to life that positions them as an authority while leaning into their heritage. The goal? Position the brand at the intersection of sport and play.
Meet FILA—uniting beauty with sport performance every day since 1911.
introductions
Services
Details
Ecommerce
Social & Paid Ads
Retail & Events
Industry: Sportswear
Location: New York City, NY
Year: 2024
Help FILA reconnect with its DNA and establish a unified brand voice that positions them as a brand that's confident, indulgent, and unapologetic.
The brief
Together, we brought FILA's brand voice to life across email, .com retail, and social channels.
the story arc
With an established brand voice and decades of brand history to pull from, we immersed ourselves in the world of FILA. Our copywriting support extended across product descriptions, email campaigns, and .com updates. We also created a unified approach and copywriting guidelines when it comes to writing for anything FILA.
An ongoing creative partnership.
the results
Our collaboration took us to New York to lead voice and tone workshops, develop their footwear and apparel catalogs and best practices for product marketing. We celebrated creative milestones together writing copy for their brand refresh campaign, Bellissimo, new colorways, and reactive copy for athlete wins at Wimbledon, and the U.S. Open…to name a few. Keep scrolling for some highlights of our work together.
