Emily Jane Davis

FILA FRESH

The concept for Fila Fresh came to me right after I bought my white Filas and everyone made fun of them. I knew they looked great, so I decided to create a “Fresh” world for them to live in. After I released the shoot - all my friends and co-workers went radio silent. Shortly after, Nike released a “Nike Fresh” display with white shoes and white plastic spray bottles in their Soho store.

Fila really is Fresh.

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