As part of my Masters in Fine Arts program from Full Sail University, I had to pick a company that to my point of view needed a re-brand. Fila turned 100 years in 2011, and I felt they needed a makeover in their brand. My idea was to bring Fila back to its roots of being the “Abercrombie” of sports apparel, by targeting a high-upper middle class market. All Conceptual Design was created by me, including Logo, Ads, and Copy.