Fila’s brand refresh reconnected the brand with its heritage while modernizing its visual identity. The design reintroduced the iconic 1973 logo and its “F box” as a core element, using its clean lines and circular form to create a cohesive, adaptable system. The Seven Stripes, symbolizing movement and energy, were integrated into dynamic design elements, reinforcing Fila’s connection to sport. The creative idea, Grit and Grace, fused high-performance sportswear with joyful living, positioning Fila as a brand that balances strength, elegance, and aspiration.