Fila Demonstrates its Heritage Style with “Iconic Everywhere” Out of Home Campaign
Reviving Icons: Fila’s OOH Fashion Comeback
This week sees Fila UK hit the streets with its first Out of Home (OOH) advertising campaign in 10 years, promoting its hugely popular heritage range of male and female fashion.
Sub-licenced in the UK by BB (UK) Limited, it is the sustained growth of the Fila brand that has predicated Fila’s return to Out of Home advertising. OOH was identified as the ideal medium to confidently showcase its wide range of Vintage fashion to excite both existing and new customers. Fila has used multiple product shots on OOH formats within the London Underground and on roadside digital 6 sheets, demonstrating that the heritage collection is “Iconic Everywhere”.
The OOH campaign was planned and bought by Talon Outdoor, and delivered in collaboration with DOOH experts Grand Visual.
This season, Fila immerses itself back into Italian culture returning to its original birthplace by shooting the entire collection in Biella, in order to maintain a sense of authenticity.
On the cobbled streets of Biella, Fila maintain their historic designs while incorporating new contemporary designs. Influenced by their archives, Fila prove that you can bring past styles into new eras successfully.
Recent years have seen the resurgence of the iconic brand, which has reached new heights mirroring the success of their golden 80s and 90s eras. The brand is looking to further grow their exposure and market share through investment in advertising.
Paul Siviter, Brand Manager, Fila UK, said: “We’ve seen tremendous growth of the Fila brand in the UK, driven by our Heritage range which we’re incredibly proud of. Now is the right time to build on this success and we’re excited to return to advertising in Out of Home, which is the perfect medium on which to celebrate our iconic style.”
Richard Bond, Business Director, Talon, said “We’re privileged and delighted to be working with BB UK and Fila on this exciting campaign. Fila is an iconic brand with huge heritage in sports and fashion, and I can’t think of a better channel than Out of Home to show that Fila Vintage is truly Iconic Everywhere”.
