Reuniting a global sportswear brand with its original market position.
Context:
FILA was once the coolest brand in sports. Founded in 1911 in Biella, Italy the brand used to own the ultra-premium sportswear position with enough pricing power to sell a tracksuit for $1,000.
Problem:
Over the past two decades, FILA’s category position was eroded significantly. They were relegated to discount distribution channels like Costco and Ross, lost credibility in the tennis market, and failed to gain traction with younger consumer.
Solution:
I spearheaded a two-pronged transformation initiative for FILA:
1. Brand Positioning
At the heart of FILA’s struggles was a positioning problem. I led the FILA executive leadership team through an in-depth process to fundamentally shift the businesses market position.
From: Discount Sportswear → Italian Sport Couture
2. Brand Campaign
After getting universal buy-in from the ELT, I brought FILA’s new brand positioning to the world through a relaunch campaign designed to shift consumer perception of the brand away from discount sportswear and towards Italian Sport Couture.
Results:
+85% increase in revenue from FILA.com
+92% increase in conversion on FILA.com
+10% lift in brand consideration from 43% to 53%.
The global brand strategy and identity system embraced by licensees around the world and implemented in local market communications and activations. Since launch in July 2024, the Bellissimo campaign has resulted in:
- Increased website traffic, users, evenue, new users, and revenue
- Positive lifts in key brand metrics
- Recognition by financial analysts that rebranding efforts contributed to positive stock performance