FILA
The Ask
FILA challenges us to develop a strategy that will help this once iconic tennis brand retrace its roots, break into mainstream culture, and elevate the brand.
BLOW UP THE COUNTRY CLUB
The main leg of this strategy came from understanding FILA's heritage and where the brand once stood, coupled with a macro shift in culture.
In 2024, upper-class sports are no longer what they once were; Lewis Hamilton openly flaunts his tattoos and chain on the racetrack, Nick Kyrgios wears backwards hats and basketball jerseys on the tennis court, and many other notable athletes are changing the way the game is perceived.
We’re also seeing traditional country club culture being mocked; the “My dad is a lawyer” persona has been the subject of many jokes, the Sperry shoes and Vineyard Vines polo are commonly made into memes, and this exclusive lifestyle no longer carries the appeal it once had.
The strategy we developed focused on having FILA challenge the norms of upper-class sports. Flash mob the US Open, blow up a country club and its exclusivity alongside it. Lead the conversation in democratizing upper-class sports.
The strategy was super well received; we won the business and they launched “Casa Fila” from there.