New ‘Art of Fila’ AW22 campaign puts focus on parkour free running
Fila’s new AW22 campaign, which launches today with video and stills, is the first instalment of its ‘Art of Fila’ concept, featuring parkour free running athletes.
They include Joe Scandrett, who’s considered one of the best in the world, shot on the streets and rooftops of Brighton.
The athletes wear the new AW22 Fila collection and the message is ‘Street Sports Don’t Stop’, with fluidity of movement, creativity and the importance of training at the heart of the campaign.
A variety of mediums were used for the shoot, including handy-cameras, iPhones, drones and 360 cameras, to truly capture the essence of the sport.
Scandrett, who has over 15 years experience of the sport and is a well-known figure famed for his unique and creative parkour style, is filmed training to achieve his trademark move, descending down a streetlamp, while sporting pieces from Fila’s F-Box and unisex collections.
Also featured is up-and-coming parkour athlete, 20 year-old Rachel Gough, who has gained recognition for her daring roof gap jumps.
Both Scandrett and Gough have been interviewed for the campaign, explaining what the parkour sport and subculture means to them and the level of training involved.
The AW22 Fila F-Box collection features soft velour, polar fleeces, knitwear, puffer jackets and heritage inspired sportswear. Menswear highlights include the sharp collared ‘Gerardos’ track top and matching ‘Pryor’ bottoms, as well as Fila classics such as the ‘Settanta’ track top and zipped ‘Devon’ polo shirt, all with a “streetwear edge”.
Womenswear highlights include activewear sets. Soft velour embossed with the Fila logo feature on the ‘Lucy’ crew neck top and ‘Helen’ jogger, and there’s also varsity inspired pieces such as the ‘Dixon’ jacket.
The Unisex collection has loose-fit Tees, joggers, quarter zip tops, hoodies and jumpers. Pieces including the ‘Raffy’ fleece, ‘Bruce’ crew, ‘Lance’ hoodie and ‘Griffin’ bottoms have been made from 96% recycled cotton, pointing towards Fila’s “move towards a more sustainable future”.
The new ‘Art of Fila’ concept aims to put a spotlight on various art forms, cultures and the creative forces behind them. Throughout the AW22 season, Fila will be working with different athletes, designers and artists through a range of sport, fashion and art.