Fila Usa Inc: F13

A little about the brand

Founded in 1911, The Fila® brand began in the small Italian town of
Biella. A town renowned for its impeccable manufacturing quality
and finest textiles, Biella was the foundation for the craft that Fila
USA exudes today. Upholding the tradition of Italy's finest craftsman,
Fila's craft, comfort, and practical products bring true meaning
to the word SportStyle.

The Problem & Solution

Taking the traditional and making it modern was the task at hand. Rather than creating yet another typical shoe, this inspiration materialized from the hip hop culture. The strategy was to bring punch and youth back into the classic F-13 style by enhancing the form with its sharp detail already evident in this classic silhouette. By utilizing the contours as a base, the inside of the shoe, the laces, and Velcro were accented in attention grabbing colors reinforcing the true style of the hip hop flavor.