fila Refresh

Design Category: Branding

Fila Refresh is a rebranding project aimed at revitalizing a heritage sportswear company by aligning its new identity with Fila’s history and mission. Targeting teens and young adults who blend activewear with streetwear, the redesign draws from Fila’s Italian sportswear roots, infusing that classic aesthetic with a modern edge.

Deliverables include brand guidelines, print and digital advertisements and product collateral.

Research

Current logo and brand:

Red, white and blue color palette
Minimal bubble letter logo

Fila Disruptor Shoe:

Quickly became trendy and desired by teen and young adult audiences
Grew the company over 60% in 3 seasons
Peaked popularity from 2016-2018

Process

The Problem:

After the rise and fall of Fila’s Disruptor shoe, their brand perception became nostalgic and outdated. The company never successfully evolved or updated, resulting in competition grabbing audience attention.