Best foot forward
The campaign drops shortly after the promotion of Fila USA president Todd Klein to the newly created role of global brand president. Klein, a 30-year industry veteran with Reebok and Adidas stints in his past, has added worldwide marketing to his list of responsibilities.
In recent years, the brand has inked a number of high-profile partnerships, including Burger King (for shoes and accessories in Brazil), Sprite and Grant Hill (for ‘90s throwback kicks) and Brooks Brothers (for tailored streetwear). The company also signed model Hailey Bieber and South Korean actress Han Sohee to ambassador deals in late 2023.
“Bellissimo” joins a chorus of footwear marketing in 2024 as small upstarts gain ground on struggling legacy brands like Nike and Adidas. The campaign will get an aggressive push via connected TV, out of home, paid social, publishing partnerships and activations, online video, programmatic and display ads, and influencer/creator collaborations.
