One of the world's most famous sports and lifestyle brands, Fila is synonymous with performance and sophistication. The story of Fila's transformation into a leading global designer of high-end sportswear has been one of continual evolution driven by a philosophy of innovation that lies at the heart of their most successful designs.
Fila asked us to update their footwear packaging to be more modern, while staying true to the spirit of their legacy.
KEY CONCEPT - BIELLA, ITALIA
FILA was founded by the Fila brothers in 1911 in Biella, in the foothills of the Italian Alps.
They drew inspiration from their homeland - the austerity of the Alps, the fluidity of the hills and the boldness of the Mediterranean coast - to create textiles and products as exquisitely textured and evocative as the Italian landscape.
This integral part of Fila's history became the key concept for our approach to the new packaging.
PACKAGING - LIFESTYLE
PACKAGING - TRAINING