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

Two women running on a beach with the FILA Sport logo in the top left corner.

Fila Sport original branding

Three women running and stretching outdoors in a park with trees and a house in the background.

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:

A woman standing on a green turf, wearing a red and navy blue sports jacket, floral shirt, navy blue skirt, white FILA sneakers, white socks with red and navy blue stripes, and standing next to a FILA sports bag.

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

Young woman with curly hair wearing a white sweater, a red collared shirt, a patterned skirt, white sneakers, and knee-high socks with the Fila logo, standing on a small patch of artificial turf next to a Fila duffel bag and a tennis racket.
Young woman standing with hands in pockets, wearing a sporty FILA crop top and blue athletic pants, with a matching FILA sports bag on the grass beside her, against a plain light background.

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.

See Lookbook

Select Works
Person in a wetsuit stretching on a beach at sunset.

Led data driven design of a compatibility tool for power users.

Drove a smarter buying experience for local surfers.

Person holding a tablet displaying an online shopping website for camera lenses, with a cup of coffee and a laptop on a black desk.
Woman browsing the BH Photo Video website on an iMac desktop computer in a well-lit room.

Removed currency barriers for international shoppers.

Improved product discovery in global navigation for 4M+ monthly users.