ART OF FILA – STREET SPORTS DON’T STOP
For AW22, FILA explores the subculture of parkour, its community and the importance of training all year round. Taking to the streets of Brighton, world-renowned parkour athletes take us through what their sport means to them.For AW22, FILA explores the subculture of parkour, its community and the importance of training all year round. Taking to the streets of Brighton, world-renowned parkour athletes take us through what their sport means to them.Wearing the AW22 FILA collection, fluidity of movement, creativity and the importance of training is at the heart of the campaign. Campaign videos and streetwear-inspired film stills provide a closer look at the AW22 offering. Adorned with the classic FILA F-Box logo, FILA continues to make a statement with styles that are novel in aesthetic and effective in function.The campaign is the first official instalment under the “Art Of Fila” concept which showcases the industry through various creative forms.
Jasmina Wood makes her directorial debut shining a light on a subculture she is close to. Alongside Director of Photography, Chris Thomson a variety of mediums are used from handy-cameras, iPhones, drones and 360 cameras capturing the essence of the sport. Societal rule breakers, nomads and always on the streets, parkour athletes are unique yet uniformed in their love of their sport. Comradery within the community is demonstrated through powerful narratives within a series of videos featuring unique athletes.
Photographic film stills highlighting the new FILA offering through explosive movement and candid shots of the parkour athletes training and hanging out on a winter’s night. FILA presents inspiring and thought-provoking stories of what parkour means to them while transcending themes to societal boundaries.
Joe Scandrett is an internationally renowned parkour athlete considered one of the best in the world.
With over 15 years’ experience he is a well-known figure famed for his unique and creative parkour style. In his interview Joe talks of what parkour and training means to him emphasising the creativity he implements within his movements. Joe is seen attempting his coined move descending down a streetlamp. As the film progresses you see the short clips of Joe training to achieve this feat highlighting the importance of training all year round. Wearing pieces from the FILA F-Box & Unisex collection, Joe is the epitome of a creative who does what he loves every day.
Rachel is a 20-year-old up-and-coming athlete already achieving huge recognition within her sport. Using parkour as a form of self-expression Rachel is famed for her roof gap jumps. In her interview she talks of the trust she has in herself and body to achieve feats not often associated with women in society. Short clips of a “day in her life” show Rachel training to achieve her goals and complete the jump highlighting that gender does not limit skill within extreme sports. Rachel wears pieces from the F-Box & Unisex collection while proving consistency, persistent training and drive will allow you to achieve feats you never thought possible.
The campaign videos are complimented by film stills shot on a medium format film camera. Featuring Joe and Rachel as well as additional parkour athletes Robbie Griffith & Stanislava “Stani” Kirilova, FILA AW22 product takes centre stage. The group are photographed on rooftops, city streets and building sites as we are taken through an authentic winters evening training with athletes within the sport.
F-BOX COLLECTION: For AW22 FILA see their classic F-Box collection reimagined for both men and women. Featuring soft velour, polar fleece, cosy knitwear, puffer jackets and heritage inspired sportswear, the collection is made to move in through the winter months. Menswear highlights include the sharp collared Gerardos Track Top and matching ribbed Pryor pants alongside FILA classics in the Settanta and zipped Devon Polo. Womenswear highlights include deep tones of grape, purple and pink in activewear sets. Soft velour embossed with the FILA logo are found in the Lucy crew and Helen jogger can be layered with varsity inspired pieces seen in the Dixon jacket. FILA provide a versatile collection fluid in movement with a streetwear edge.
UNISEX COLLECTION: FILA continues their widely loved Unisex offering for AW22. Featuring loose-fit t-shirts, joggers, quarter zips, hoodies and jumpers, FILA provide the perfect sets for both men and women. With pieces made form 96% recycled cotton, seen in the Raffy fleece, Bruce crew, Lance hoodie and Griffin pants, FILA continue to move towards a more sustainable future without sacrificing comfort and quality.
Posted by The New Collections
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