FILA continues to commemorate its 110th Anniversary with the launch of “Falling In Love Again.” The campaign is a celebration of the brand, its ongoing legacy in sport and style, and its defining moments in pop culture and beyond.
The witty short film, written and directed by world-renowned photographer Mark Seliger, features Luke Wilson as the fictional Professor Jean-Pierre Montague, Angus Cloud as his protégé Victor and Adesuwa Aighewi as Stella. A former tennis champion and FILA ambassador who reminisces about his love of adventure and his passion for the FILA brand, the Professor is obsessed with what he has coined emotional color theory, as discussed in his book, “The Dress Code of Human Nature,” which he penned after being banned from the pro tennis circuit.
A romantic at heart, Montague liked to believe that FILA stood for “Falling in Love Again,” a concept he shares with the young apprentices who participate in his studies and listen to his stories. Within the film, he is shown teaching his life’s work and the book’s contents to Victor and Stella. As he enlightens them with his color theory, the Professor shares how style has always been important to him, especially during his travels.
“The film was built out of an impromptu writing session between Luke and myself,” said Seliger. “This was the first time I had the experience of working with an artist in that way. FILA gave me the reins to come up with something that spoke to the brand being iconic, while at the same time, offering a comedic wink to Luke, his incredible career, and all of the memorable roles he’s played over the years. Angus is such a dynamic performer and able to elicit such emotion onscreen that I knew he and Adesuwa would serve as the perfect counterparts to bring this concept to life.”
Seliger continued: “What I love about FILA is its heritage, which is elegant, elevated, and timeless. ‘Falling in Love Again’ is also a nod to the brand’s Italian roots, and associating Italy with love, incredible passion, desire, and appreciation. FILA continues to reinvent itself, even 110 years later, while staying true to those qualities.”
Within the film, the eccentric cast of characters are dressed in both archival FILA styles and the brand’s newly unveiled, special-edition 110th Anniversary Collection.
“Falling in Love Again” will launch on November 4, and will be featured in print and digital elements including outdoor and subway signage, digital banners, and social media promotion.
To view the complete film, visit www.fila.com/falling-in-love-again. Select styles as featured in the campaign are currently available on FILA.com.
