SITUATION In the 1980s, Fila was one of the most desirable tennis-inspired lifestyle brands. Fila polo shirts sold for $50-$80 - over double that in today's dollars. Eventually the brand expanded into tennis footwear and eventually basketball.  

CHALLENGE Slowly through the 90s, Fila suffered a decline in relevance and desirability.  In the early 2000s, the brand came under new ownership and management willing to make significant investments to dust off and revitalize the brand.   

WORK To ready the brand for relaunch, Wolff Olins was brought in to create a new visual design language, one that would pull from the brand's rich tennis heritage. The work included developing the Fila brand identity, building a consumer segmentation and then refining their brand/product architecture against the consumer segmentation.