FILA BRAND STORY VAYNERMEDIA — 3.2.17

THE STRATEGY

GET: Stylish Independents who want to stand out from the crowd

TO: View FILA as a statement of confidence

BY: Inspiring people to have the courage to express their true self and style

Our Brand Architecture

HIGH-TOP TERRITORIES

  • BE-SPOKEN
  • FEEL YOU
  • STATE OF MINE
  • DO SOMETHING BOLD
  • STYLE IS FREE
  • SEMPRE FILA

—BE-SPOKEN—

THE FILA STORY...IS A STORY OF ESSENTIALS:

What fashion dictates,

We don’t subscribe.

Those rules are for breaking

—unless they tailor to our style.

We are Self-Made Merchants of Culture,

Defining what drops next because

We wore it before it hit the runway.

That’s courage in its purest form.

We carry a century of crucial attention to detail

distilled into a single stitch of gold.

Aesthetics is how we experience the world.

And that experience is what allows us to

Stay woke & Be Spoken.

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.