(FILA BR) - September,09,2024 - The iconic Palácio dos Cedros in São Paulo was the setting for an exclusive event celebrating FILA's new era, bringing together business partners, press, and athletes for an immersive experience into the Italian brand's sophisticated and sporty world. The theme, Bellissimo Country Club, highlighted FILA’s rich Italian heritage, emphasizing its mission to strengthen its global position as a visionary in sports.
“This moment marks a turning point for FILA. We are in a phase that goes beyond campaigns or collections—it’s an affirmation of our positioning and Italian DNA that authentically connects sport with lifestyle, with strength and elegance. Our goal is to inspire and engage a new generation of consumers, translating FILA's heritage by blending beauty with sports performance, always with an eye toward the future,” said Patrícia Calixto, Brand Director at FILA Brazil.
During the event, FILA unveiled the "Bellissimo" campaign and the "CASA FILA" collection, set to launch in Brazil in the second half of this year, both rooted in Italian tradition and elegance, reaffirming the brand’s commitment to combining beauty and sports performance.
“We previewed collections that will be launched later in 2024, along with products planned for 2025, such as the Carbon 3—our high-performance running shoe with a carbon plate, expected next year. The campaign reimagines the traditional country club as a space where sport and leisure coexist in perfect harmony, reflecting the balance FILA seeks in its creations,” commented Andy Barr, SVP of Product.
Hosted by Bárbara Coelho, presenter of Esporte Espetacular, the event featured talks with the Global President of FILA, SVP of Marketing, SVP of Product, COO of Dass Group, brand director, and the head of branding and marketing for FILA Brazil. Special guests included Cleo Pires, Carla Dias, Gianne Albertoni, Raissa Santana, Re Meireles, Tetê Conde, Leandro DLucca, Ricardo Dexter, Yan Acioli, Rodrigo Sangion, Kenedy Pinheiro, Camila Almeida, Carol Golombek, Rapha Mendonça, Barbara Fialho, Lily Scott, Wendy Andrade, and Iude Richele.
“A clear celebration of our legacy, ‘Bellissimo’ is about savoring life to the fullest, both in sport and in leisure. FILA is once again embracing the convergence of high performance and high style in this campaign, which represents the brand’s broadest and most ambitious expression,” said Emily Maxey, SVP of Marketing at FILA.
Partner brands such as Vero Late, Grupo Campari, LENVIE, and Dengo added a touch of sophistication to the event, which extended until midnight with an Italian-style dinner. Additionally, national and international FILA executives attended, reaffirming the brand’s global commitment to positioning itself as a leader in the sports and lifestyle sectors.
"FILA is a brand with a very rich history. Bellissimo reinforces its Italian heritage and origins, bringing elegance, irreverence, and design deeply embedded in its DNA on a global scale. This campaign sets the tone for the brand’s future, reimagining the ‘Bellissimo Country Club’—a place where everyone enjoys la vita bella,” said Todd Klein, Global Brand President, FILA.
ABOUT FILA
FILA is an Italian brand founded in 1911 in Biella, with a rich sporting heritage. The brand established itself in the market with its footwear creations for physical activities, having accompanied, encouraged, and contributed to shaping the global history of sports like tennis, motorsports, running, and basketball. Today, FILA operates worldwide, and in Brazil, it offers apparel, footwear, and accessories for both sports and casual categories, with collections that evoke the brand’s history in each piece, blending performance with technology, modernity, and style. More information and the full product line can be found at fila.com.br.
PRESS CONTACT
Loures Consulting
FILA Team - fila＠loures.com.br
Communications Consultant
Marcus Martins - marcus.martins@loures.com.br
