Kien Quan (CW/AD)


Ever since the 90’s, FILA’s brand value has fallen in the competitive street-wear market while brands such as Nike, Adidas, and Jordan have risen to the top. As the competitors have been capitalizing on the overrated trends in the hypebeast market, FILA has always stayed true to their style. In "F the hype," FILA's new image will represent the anti-hypebeast. 




Overnight, FILA will paint a statement amongst their competitors. This will spark a buzz-worthy conversation among hypebeasts.


Camping out at a store for is one activity that every hypebeast has done. When a large drop occurs, FILA will intercept the drop with a message through a light projector.


FILA will promote its latest seasonal line in urban shopping areas.

Product / Experiential 

Stickers will be handed out to customers to create their own "statements."