Joanna Reagan Ewing

Fila + UO

Fila + UO

In Fall 2015, the UO Creative Marketing and Brand Imagery teams kicked off a multi-year partnership between UO and Fila. Fila's original tennis collection was the basis for the first of several UO campaigns referencing the brand's archive through the lens of today.

The omnichannel strategy combined editorial lookbooks with customer and influencer-generated imagery, historical brand content, strategic social media, and shop-in-shops to bring about a relevant and relatable context to Fila's sport and streetwear legacy. Seasonal billboard media rollouts kicked off each Fila + UO merchandise release.

Credits + Thanks


Brand Partner
Fila

Editorial Photographer 
Devyn Galindo
Featuring 
Line Brems, Kouka Webb, Isabella Peschardt, Neelam Gill, Dayna Christison

Creative Director, Brand Imagery 
Christine Thornton
Director of Creative Marketing + Content
Rachel Albright
Senior Marketing Manager
Stacey Britt-Fitzgerald
Styling Lead
Katherine Anderson

Global Executive
Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto


Project Date
Fall 2015—2017

“Urban Outfitters asked customers to snap back their favorite looks in order to win the entire collection. ’It was one of UO’s earliest times marketing on the Snapchat platform and a fun way to share what was in essence a lookbook,’ Funke says. That’s key for UO’s target Millennial demographic, which communicates, shares and draws inspiration primarily through social media." 

—Apparel, Urban, Fila Partnership Targets Retro-Loving Millenials

“After a successful collaboration last fall, Fila and Urban Outfitters have teamed up once again. The Fila campaign images are showcased through billboards in top markets, including Times Square in New York City.”

—URBN, Urban Outfitters Teams Up With Fila