Fila Sport at Kohl’s
With Under Armour’s entry into Kohl’s, the activewear floor grew increasingly competitive, signaling that change was on the horizon.
Problem:
Fila Sport had a distinct brand identity, but with new brands entering the same space, it needed a revamp.
Although the strategy was to bring more foot traffic to the overall space and increase sales across the active floor pad, there was a risk of having repetitive trends overlapping.
Fila Sport needed to stand out while maintaining an accessible price point
Fila Sport original branding
Insights:
FILA had already seen strong growth, especially among women ages
35–55.This customer values affordable, stylish activewear with color, print, and vibrancy.
While the current formula drove sales, with a similar competitor arriving in the same space, it would need a different brand point of view
A stronger identity was needed to compete with incoming national brands
Heritage images
Solution:
Repositioned FILA Sport by leaning into its Italian tennis heritage and elevating its in-store presence.
Introduced a refreshed visual identity inspired by FILA’s legacy
Brought in more classic-inspired color, print, and coordinated sets
Created a distinct “shop within a shop” feel on the activewear floor
Balanced style and accessibility to stay aligned with Kohl’s customers
New Fila Sport Product
Results
Established a clear, differentiated presence on the activewear floor.
Year-over-year sales increased post-launch.
Core items tied to monthly drops grew on average 12% per quarter for the first year after post launch.
Led data driven design of a compatibility tool for power users.
Drove a smarter buying experience for local surfers.
Removed currency barriers for international shoppers.
Improved product discovery in global navigation for 4M+ monthly users.