In a very crowded sportswear market, where most brands are obsessed with hard work, blood, sweat and tears, FILA wanted to reposition itself by carving a unique space in which to stand out.

The new platform “Bellissimo”, gives new purpose to the brand by reconnecting it to it’s Italian roots and combining sportswear with the italian philosophy of “La Dolce Vita”, that stands for “enjoy the small things, taking time to pause and appreciate everyday moments and generally to live life to the full”.

The film ‘Welcome To The Bellisimo Country Club’ creates a new world for the brand where elite sports performance collides with indulgence and playing to the best of your abilities is equally as important as finding time to enjoy all the beautiful things life has to offer.

Directed by François Rousselet, Photography by Max Siedentopf, Produced by DIVISION.

Client: FILA
Role: Creative Direction
Year: 2024

Collaborators: Lucas Tristão, Sara Philips, Smith, Joannie Tellier, Isabelle Allard, Manon Lebreton, Tom Ramsden, Annie Ly-Quan, MC Cabral, Mason Pereira, Naralie Rodrigues, Eleni Alafoginis, Ryan King, Damien Bertels, Emily Maxey, Sydney Weymouth, Erik Troedsson, Yasmine Uteene, Gaelle Paquet, Kris Manchaster