Fila x Dia&Co

ART DIRECTION. DIGITAL CAMPAIGN, PRODUCT LAUNCH. PHOTOGRAPHY by ANASTASIA GARCIA

A beloved Italian sportswear brand enters the world of plus-size fashion. FILA's expansion into inclusive sizing (up to 5X) gave Dia the opportunity to introduce the brand's iconic styles to customers who had long been overlooked. Drawing inspiration from FILA's resurgence as a leader in '90s street style, we developed an integrated campaign that celebrated inclusivity without losing the heritage and attitude that made the brand iconic.

Two young women sitting on a ledge in front of a chain-link fence with buildings in the background. One woman with curly hair and a red shirt is sitting behind another woman with straight hair and a black sports bra. They both appear relaxed and confident.
A woman with curly hair and tattoos on her arm sitting on the grass against a textured wall, wearing a red FITA shirt, black leggings, and white sneakers, while another person with black and yellow shoes stands nearby.
A woman with curly hair and tattoos on her arm sitting on the grass against a textured wall, wearing a red FITA shirt, black leggings, and white sneakers, while another person with black and yellow shoes stands nearby.
Two young women wearing red, white, and blue FILA hoodies and sweatpants standing against a white textured wall. The woman on the left has long brown hair and crossed arms, while the woman on the right has curly hair, hoop earrings, and one arm raised.
Young woman with curly hair sitting on a wooden box against a beige wall. She is wearing a red Fila t-shirt, black shorts, white sneakers, striped knee-high socks, gold jewelry, and is posing with one arm raised while looking at the camera.
Young woman with curly hair sitting on a wooden box against a beige wall. She is wearing a red Fila t-shirt, black shorts, white sneakers, striped knee-high socks, gold jewelry, and is posing with one arm raised while looking at the camera.
Close-up of a young woman with long brown hair and blue eyes, wearing a red and white jacket with a pacer number on her chest, outdoors, blurred background of trees and colorful fencing.
Two women standing against a white wall, wearing matching red, white, and blue Fila hoodies and navy sweatpants. One woman has long brown hair, and the other has short curly hair and is blowing a bubble with pink gum.
Two women standing against a white wall, wearing matching red, white, and blue Fila hoodies and navy sweatpants. One woman has long brown hair, and the other has short curly hair and is blowing a bubble with pink gum.
A young woman with brown hair sitting on the grass against a weathered wall with peeling paint, wearing a black FILA T-shirt, black leggings, and white sneakers, looking confidently at the camera.
A woman with curly hair wearing white cat-eye sunglasses, a red FILA t-shirt, gold jewelry, and carrying a navy FILA backpack.
A woman with curly hair wearing white cat-eye sunglasses, a red FILA t-shirt, gold jewelry, and carrying a navy FILA backpack.
A promotional graphic for FILA sportswear featuring two women wearing red and blue FILA hoodies and pants. The background is a concrete wall, with the text "Make Moves" overlaid, and a small paragraph about a capsule collection with a "Shop Now" button.
A promotional graphic for FILA sportswear featuring two women wearing red and blue FILA hoodies and pants. The background is a concrete wall, with the text "Make Moves" overlaid, and a small paragraph about a capsule collection with a "Shop Now" button.
A mobile screen displays a collage of Polaroid-style photos featuring women wearing FILA apparel and sneakers, with a red banner at the top reading "GAME ON!" and a caption about shooting the FILA capsule collection on the streets of downtown Manhattan.
A young woman with curly hair and freckles, wearing a red shirt knotted at the waist, blue leggings with the Fila logo, and hoop earrings, standing outdoors on a tennis court, extending her hand towards the camera.
A young woman with curly hair and freckles, wearing a red shirt knotted at the waist, blue leggings with the Fila logo, and hoop earrings, standing outdoors on a tennis court, extending her hand towards the camera.
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