Live the legacy

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/ About the project

Live the legacy. Reviving an iconic brand.

Bjorn Borg, Tupac, Derek Jeter, Grant Hill—FILA has always been associated with legends who helped shape sportswear culture, but the brand has faded in recent years.

To reposition it as a fashion sportswear brand, we brought back the glamour from its iconic past and created a story to remind people that legacy is something you build and live on now, not in the future.

/ Credits

Client:

Fila

Agency:

FLAGCX

My Role:

Head of Art

Production:

Production

/ Year

2015