Fila Tone of Voice — Playful & Individual

Tagline: "Play It Your Way"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Fila Communicates

Fila communicates with a playful, individual and heritage voice using playful language. Their sentences are primarily commands in the imperative tense. Their messaging is figurative. Their tagline, "Play It Your Way", captures this voice. The central tension in Fila's communication is tradition vs. personal style, which shapes every message they craft. Their mission is to inspire individuality through sport and style.

Tone Words

Fila's brand voice is defined by the following tone words: Playful, Individual, Heritage.

Communication Style

  • Language Style: Playful
  • Sentence Type: Command
  • Tense: Imperative
  • Expression: Figurative

Fila Brand Story

Founded in 1911 in Biella, Italy by the Fila brothers, the company started as a textile manufacturer before becoming a sportswear brand. Fila became iconic in tennis and basketball in the 1970s-90s, known for its distinctive F-box logo and retro aesthetic.

Brand Message

Sport is about having fun your way

Brand Mission

To inspire individuality through sport and style

Brand Positioning

Core Concept: Italian sportswear for personal expression

Central Tension: Tradition vs. Personal Style

About Fila

Fila ( FEE-lə; Korean: 휠라; RR: Hwilla) is a South Korean-owned sportswear brand headquartered in Seoul. The company was originally founded by Ettore and Giansevero Fila in 1911 in Coggiola, near Biella, Italy. Fila Korea acquired the brand in 2007 and launched its initial public offering (IPO) on the Korea Exchange in September 2010. Fila Holdings owns golf equipment maker Acushnet Company. Fila Holdings' largest shareholders include Piemonte Co., Ltd at around 20%, Fila Holdings at 20%, and South Korea's National Pension Service at around 13%. Gene Yoon (Yoon Yoon-su), who owns a 75% stake in Piemonte, serves as the chairman of Fila Holdings. The chief executive officer is Yoon Keun-chang.

Frequently Asked Questions About Fila

What is Fila's tone of voice?

Fila uses a playful, individual, heritage tone of voice. Their communication is playful, typically using command-style sentences in the imperative tense. Their tagline "Play It Your Way" exemplifies this voice.

How does Fila communicate with customers?

Founded in 1911 in Biella, Italy by the Fila brothers, the company started as a textile manufacturer before becoming a sportswear brand. Fila became iconic in tennis and basketball in the 1970s-90s, known for its distinctive F-box logo and retro aesthetic.

What is Fila's brand message?

Fila's core message: Sport is about having fun your way Their mission: To inspire individuality through sport and style

What is Fila's slogan?

Fila's slogan is "Play It Your Way". It carries their playful, individual, heritage voice.

What is Fila's mission?

Fila's mission: To inspire individuality through sport and style

What makes Fila's brand voice unique?

Fila stands out through their playful, individual, heritage communication style. Their central brand tension, "Tradition vs. Personal Style", shapes how they communicate across the Sports & Fitness sector.

What language style does Fila use?

Fila uses playful language, with figurative messaging, in command-style sentences, using the imperative tense.

More Sports & Fitness brand voices

Compare Fila