Fila UK - The Midas Touch

Internationally known, Fila holds both a strong sense of nostalgia amongst its older fan base and offers an allure of discovery for the younger demographic. In short – you won’t find many heritage sportswear brands that possess such a strong cult following. Ahead of the launch of the brand’s new Gold Line collection, Three Halves were tasked with producing a digital lookbook that would pay homage to Fila’s longstanding success and core brand values. The final creative was also required to showcase the level of quality behind the new line and reflect the key connotations associated with the luxury metal. The creative direction for the project drew inspiration from the Greek myth of King Midas, the King who turned everything he touched to gold. Shot, edited and styled by our in-house team, a custom set was produced for the shoot. A collection of non-traditional gold ‘luxury’ artefacts which also had a connection to the brand’s heritage was used, championing the clothing against a backdrop of bold and contrasting colours. Upon release, The Fila Gold Line was distributed exclusively in the UK. The final imagery was also featured across a range of media platforms, as well as on the Fila UK social pages and debuted at the Jacket Required trade show.