Fila unveils freedom-loving SS21 campaign shot in London

By

Sandra Halliday

Published
Apr 23, 2021

Fila has launched a new SS21 campaign called #FINDYOURFREEDOM that celebrates the easing of lockdowns and a return to some kind of normality. It features the season’s collection of active, trend and classic pieces.

The campaign, which was shot in London, “represents all aspects” of the 110-year-old Italian brand using ambassadors to represent each element.

The company has split the brand into four key categories — activewear, streetwear, fashion, and heritage — and appointed ambassadors to represent each aspect of the brand.

For activewear that means pro-skateboarder Stefani Nurding, dancer Starr Kiely and tennis coach Arum Akom.

Streetwear’s ambassadors are models and influencers Judah Williams, Lucas Wright, and Pia Kristine Cruz, while for heritage, there’s TV star Jack Fincham, football presenter Alex Gildea Trott, and DJ Spoony.

Finally, fashion’s ambassadors are GQ fashion editor Angelo Mitakos and Vogue fashion editor Itunu Oke.

The campaign shows the activewear pieces in action with Kiely demonstrating the collection’s movability through her intricate routines; Akom hitting tennis balls in the classic tennis pieces; and Nurding showcasing the collection while riding through Mile End skatepark. 

The trend-focused streetwear Gamescape and Outdoor collections show Wright, Williams and Cruz on the streets of East London. 

For the heritage pieces, Fincham, Trott and Spoony can be seen in looks that are influenced by the 70s and 80s with Spoony in the updated archive tracksuits he regularly wears during his DJ sets.