Style is more than what we wear; it’s a story we tell about who we are and where we come from. FILA RSA understands this deeply. Through our My Heritage campaign, the brand turns the spotlight inward, celebrating the vibrant South African culture we’re all apart of. 

This isn’t another fashion campaign. It’s a cultural storytelling platform that amplifies local voices – from musicians and photographers to athletes and creators. We explore how their personal roots and passions shape the way they live, move and uniquely style FILA.

A Canvas for Cultural Identity

The My Heritage campaign goes beyond product placement. It forges a genuine connection between FILA’s sportswear legacy and South Africa’s diverse cultural identity. It asks a powerful question: how does a brand born on the international courts resonate on the streets of Soweto, Durban, or Cape Town? The answer lies in the people. 

By featuring real local voices, FILA isn’t just dressing South Africans; we’re gifting our iconic silhouettes as a canvas to express your own heritage, creativity and community pride.

Shaping South African Style

The heart of My Heritage is the local stories. Imagine a Johannesburg-based photographer using FILA’s bold lines to frame a narrative in a township street. Or a rising amapiano artist finding comfort and style in a tracksuit before a big performance. These are the authentic connections the platform builds. 

It highlights how these individuals interpret FILA through their unique lens. They blend the brand’s aesthetic with their own cultural influences, from the colours they choose to the way they mix and match pieces for a look that is undeniably theirs and authentically South African. 

Blending Legacy with Local Pride

The My Heritage initiative showcases FILA’s ability to listen, learn and celebrate alongside its community. It’s a two-way street: FILA provides the timeless style and quality, and South Africans infuse it with meaning, energy, and local flair. 

This synergy shows that FILA is actively participating in South African culture, investing the brand in our heritage and all the things that make us who we are.

Join the celebration of local voices. Explore the My Heritage series on YouTube, Instagram, Facebook or TikTok and get inspired by the faces defining South African style.

Frequently Asked Questions

1. What is FILA’s My Heritage campaign about?
FILA’s My Heritage campaign celebrates South African culture by showcasing how local creators express their identity and style through FILA’s iconic sportswear.

2. How does FILA support South African culture?
FILA highlights local voices, from musicians to photographers, using fashion as a platform to celebrate South Africa’s diverse cultural heritage.

3. Why is the My Heritage campaign unique?
It’s more than a marketing campaign; it’s a storytelling platform where South Africans share their personal connections to FILA’s global legacy.

4. Who is featured in FILA’s My Heritage series?
The campaign features real South African talent, including artists, athletes, and creators, each bringing their unique cultural perspective.

5. What message does FILA aim to share through this campaign?
FILA aims to inspire pride in local identity while blending its timeless global design with South Africa’s creative energy and diversity.

6. How does the My Heritage campaign connect to FILA’s legacy?
It bridges FILA’s international sportswear heritage with South Africa’s vibrant culture, reflecting a shared spirit of authenticity and style.

7. Where can people watch or follow the My Heritage campaign?
You can explore the My Heritage stories on FILA South Africa’s YouTube, Instagram, Facebook, and TikTok channels.

8. What makes FILA South African style unique?
South Africans mix FILA’s classic sportswear with their own bold, cultural influences, creating a look that is proudly local and globally stylish.