Fila celebrated its decade long tradition of making high performance shoes for golfers, runners and tennis players in their Shoe Art stores in Shanghai, Wuhan and Xi’an. To bring this tradition to life, we developed a series of animations that imitate the moment of the swinging of a golf club, smash of a tennis racket and the movement of your feet whilst running.

Fila’s iconic F-Box logo turned 50 and FILA wanted to celebrate this special birthday with a fresh look at the logo that has been central to the brand for the past half a century. Using the F-Box (the variation of the logo based on a capital ‘F’ in a square box) as the foundation, we developed a celebratory series of animations.

This series, launched at the FILA F-Box anniversary POP UP in Chengdu, China, brings FILA’s most iconic sports back into the logo, in the most experimental way. In the videos, the logo bumps, bounces, is smashed and put together by tennis balls, basket balls and more, whilst remaining in line with the FILA brand guidelines.

The outcome was a thoughtful blend of the traditional and the modern, aiming to connect with both long-time fans and new audiences. Beyond that, this temporary movement in the logo showcases the interaction between sports and design – an interaction that can make a historic sports brand like Fila into a contemporary lifestyle brand.