Fila is launching its first major brand advertising campaign in almost a decade to promote its men’s style range. The advertising, which breaks imminently, has been created in-house and carries the strapline “Admired by many. Worn by few”.
The fashion brand says it is aiming to position itself as “aspirational” and wants to emphasise a modern day playboy concept through the campaign.
Advertising will focus on the Fila Vintage Collection, which will include replicas of original pieces from the 1970s.
Simon Busby at Fila UK says: “It was important to create a really iconic brand campaign for Fila that reflects the brand’s heritage and appeal from the 70s.”
The campaign will run in issues of Arena, Esquire, FHM, GQ, Maxim, Men’s Health, Loaded, Nuts and Zoo throughout the rest of the year.
In recent years, the company has focused its marketing on below-the-line advertising campaigns.