For f/w 2022, Fila continues its evolution and explores the subculture of parkour, recalling attention on its community and the need to train all year round.
The historical sports ad streetwear brand has taken world-renowned parkour athletes through the streets of Brighton and asked them what their sport means to them.
While wearing the new Fila collection, the campaign expresses fluidity of movement and creativity, and the importance of training.The campaign is the first official instalment under the “Art Of Fila” concept that will showcase different worlds tied to the sports-meets-aesthetics evolution.
Directed by Jasmina Wood alongside director of photography, Chris Thomson, the campaign portrays societal rule breakers, nomads and always on the streets, parkour athletes showing powerful narratives within a series of videos featuring real athletes.
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.