FILA Resurrects the Golden Age of Rio de Janeiro in New Campaign

RIO_2016_W2A1858_F_55701(FILA Brazil) – For more than 30 years, Brazil has shared in FILA’s tradition of reinventing classic styles and bringing them into the modern world. And what better time to celebrate this timeless athleticism than during the 2016 Summer Games in Rio de Janeiro? Photographed by the talented Luiz Tripolli, and executed in collaboration with Escala Agency, FILA Brazil’s new “Live the Legacy” campaign celebrates the brand’s legacy by pinning its signature heritage styles against the elegant and sensual backdrop of Rio de Janeiro. Together, these elements work together to achieve a look that is nostalgic in sentiment, yet visionary in execution.

RIO_2016_W2A1425_F_55689In order to achieve the “golden age” look, the teams worked to unite iconic landscape and lifestyle elements of Rio de Janeiro with a touch FILA’s classic athleticism. “I am a true carioca, and when I received FILA’s invitation to photograph this campaign, I was flattered – especially [since it conveys] my beloved city. In my view, I tried to transmit the connection between the sports brand and the essence of the lifestyle of Rio de Janeiro,” states Tripolli. “The result left me very satisfied and I believe it conveys this single message of the meeting between these two icons.” Among the locations highlighted in “Live the Legacy” are the famous Copacabana Beach and the Lapa Arches.RIO_2016_W2A1366CMYK_55688

According to Felipe Rosa, FILA Brazil’s marketing and communications manager, the brand sought to unite both modern and retro characteristics that are reminiscent of FILA’s classic style. “By choosing [Rio de Janiero] as our backdrop, we captured one of the most iconic landscapes of the country, and in working with Tripolli, we achieved the carioca look of a world known photographer. The combination allowed us to translate the essence of the brand with the carioca way of life,” the executive explains.