• by Fern Siegel , July 16, 2024

Sportwear brand Fila has debuted a new global campaign — "Bellissimo." Set in a lavish country club, members are invited to indulge in la vita bella (the beautiful life), combining a love of food, sports and friends.

Sid Lee produced the creative, positioning Fila as a world that celebrates a zest for life.

The spot relies on images rather than dialogue or story line. A pizza delivery driver zips through the Bellissimo club, where patrons are golfing, swimming or playing tennis — and wearing Fila's latest Casa Fila collection.

The new apparel revamps Fila classics, such as the BB1 Polo shirt, now offered in performance materials.

Recreational sports are positioned as fun, celebratory activities. The target demo — younger people who want to enjoy success amid posh surroundings.

The "Bellissimo" campaign includes organic and paid social, OOH, connected TV, publishing partnerships, display and influencer marketing.

Emily Maxey, senior vice president, marketing, Fila, said: “Fila is at its best when we embrace the intersection of high performance and high style ... ‘Bellissimo’ is an invitation to experience the fullest and most aspirational expression of Fila.”

Sid Lee's client roster includes Resorts World Las Vegas, Cheekbone Beauty, WB Games, The Montreal Canadiens and Sony.