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
Line Brems, Kouka Webb, Isabella Peschardt, Neelam Gill, Dayna Christison
Creative Director, Brand Imagery
Director of Creative Marketing + Content
Senior Marketing Manager
Brand Marketing + Imagery
Joanna Reagan Ewing
Chief Creative Officer