PROJECT: FILA x DEW M-Squad Footwear Collaboration

OBJECTIVE: Design and promote an exclusive sneaker that encapsulates both DEW's energetic vibe and FILA's renowned sports heritage, targeting core footwear enthusiasts and basketball aficionados.

BACKGROUND: When DEW decided to fuse its brand energy with FILA's iconic sports heritage, the outcome had to be nothing short of spectacular. And that's precisely where the FILA x DEW M-Squad sneaker comes into play. Positioned as an exclusive, this footwear aimed to be the talk of the town among sneakerheads and basketball fans alike. To accomplish this, Magna Opera's creative and strategic expertise was brought into play.

STRATEGY:

• Product Design & Development: Collaborated with DEW and FILA's Heritage team to curate the M-Squad sneaker's design, ensuring it resonated with both brands' DNA.

• Wholesale Sales & Distribution: Launched the exclusive sneaker in select Footlocker stores across key markets and bolstered its availability on FILA's e-commerce platform, all under the Mountain Dew's Green Label Exclusives Program.

CREATIVE:

• Developed extensive media support, including captivating photo assets and online banners, to amplify the sneaker's launch.

• Partnered with media giant HYPEBEAST, ensuring a widespread reach and engagement with the brand's core audience. This was further enhanced by strategic media placements that catered specifically to the footwear and basketball community.

OUTCOME:
The FILA x DEW M-Squad sneaker became a testament to how two brands, when merged with precision and creativity, can produce something that appeals profoundly to their combined audience. With Magna Opera's insights and execution, the collaboration was not just a sneaker launch but an event that celebrated the legacies of both DEW and FILA.

THE PRODUCT