- Communication Objective:
- Example: To convince athletes that Fila clothing will reduce discomfort and improve performance while having a look that dares to be bold because Fila means comfort, performance, and sophistication.
- Target:
- Athletes
- Fashion conscious
- Performance minded
- Mainly tennis players
- Look for vintage/vintage looking items
- Support Statement:
- Fila is more than a sportswear company for athletes, it is a company that allows anyone to look sophisticated but have the luxury of comfortable clothes that allows you to move freely
- "Whether you perform for the challenge of adventure, the rigor of competition, or simply the pleasure and well-being of an active life, Fila will help take you wherever you want to go, because we understand that the beauty of sport is that of a life in motion"
- Products
- Provides maximum flexibility and performance
- Brand character:
- Look bold and be comfortable doing it
- Tone (what their commercials make you feel):
- Stylish
- Free
- Inspiring
- Strong
- Single-minded proposition:
- Bold, vintage clothing without sacrificing performance
- Big idea (the bears from the hummer commercial):
- Celebrate the stories we wear and keeps your gear in action longer to take some of the pressure off the planet
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