FILA, the Italian sportswear brand established in 1911 in Biella, Italy, started as a knitwear business producing intimate-wear. It soon grew to a portfolio consisting of sports apparel, footwear and accessories created with a fundamental belief that sportswear needed to deliver performance as well as sophistication. Endorsed by fashion conscious sports celebrities, such as Björn Borg, John McEnroe, Boris Becker and Monica Seles, it boasts of premium fabrics with the sophistication of Italian craftsmanship suited for flexibility and performance.
The design purpose of the brand environment was conceptualized to “Celebrate smart design that integrates athletic performance and fashion glamour”. The persona of the design language is based on the brand’s person of young, stylish, irreverent and bold. The store layout is segmented into the store featuring ‘athletic and active style pods’.
The project was done with 4 Dimensions retail design, Bengaluru.
