FILA

REBRANDING AND REPOSITIONING A FRACTURED BRAND.

AS A GLOBAL CREATIVE DIRECTOR / COMMUNICATIONS AT FILA, JOHN MAMUS BEGAN A WHOLESALE REBRANDING EFFORT WITH THE LAUNCH OF “L’ARTE NELLO SPORT” (“THE ART OF SPORT”) A RALLYING CRY TO RETURN FILA TO ITS ROOTS WHILE ESTABLISHING IT AS A FASHION-FORWARD ENTITY.