Fila Launches its 50th Anniversary Campaign

Jul. 11, 2023

It’s been 50 years since the birth of the F-Box, the iconic FILA logo that changed the game of global sports. Since then, many records have been set by FILA athletes. Half a century later, the brand reminds us that without passion, there is no achievement, and that "Numbers are just numbers without love." 

With this new campaign, FILA gives a uniquely personal voice to its ambassadors, both past and present. Each one shares insight on what really drives them, and how winning for the sake of victory alone is rarely enough. This prestigious roll call includes names such as Björn Borg, Suzanne Schulting, Grant Hill, Reinhold Messner, Alessandra Chillemi and Reilly Opelka.

Remembering, among others things, the historic moment when Soldini abandoned his solo round-the-world race to save Isabelle Autissier who was shipwrecked in the middle of the Pacific, and the environmental efforts behind Messner's mountain ascents, show how each of these ‘game changers’ believes that sporting achievements go beyond mere numbers. 

Luca Bertolino, FILA Head of Global Strategic Marketing said:

"With the campaign, our aim is to inspire a new generation of game changers - the everyday influences that aren’t afraid to disrupt the status quo by doing what they love. Since it first stepped onto the playing fields, FILA has always defined a spirit of bravery and daring. Our new message is that, whether on or off the courts and no matter what we do, we can ALL be game changers."

 

For the campaign, FILA partnered with Hello, the creative agency of the Plus Company group.

Nicolò Altizio, Hello Group Account Director said:

"Supporting the brand at such an important moment gave us the opportunity to use our expertise to tell the story of the passion that has driven FILA over the years with the voices of exceptional brand ambassadors. It was an honor to work with personalities recognised worldwide for their diversity and professional calibre."

 

The "Numbers are just numbers without love" campaign will roll out over the coming months on social media and digital platforms, and be a highlight of FILA’s communication throughout its anniversary year.