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PLR INSTALLMENT #4: PRESENTED BY FILA TENNIS
The Pierluigi Rolando Tennis Collection celebrates FILA's original Creative Director and the visionary who infused sport with imagination. Inspired by the brand's founding tagline "creativity in sport," this campaign honors PLR's breakthrough aesthetic by taking tennis beyond the court through art, music, and cultural expression.
FILA partnered with artist Quinten Monge to create the hero art, whose work embodies PLR's celebration of color blocking, imagination, and play.
Installment #4 brought this vision to life in Williamsburg during the US Open and NYFW with an immersive activation that was part museum, part playground, and part cultural hub. Visitors explored FILA's tennis heritage through archival products, engaged with interactive elements like a coloring book wall and table tennis, and experienced the brand through DJ sets and partnerships, solidifying FILA as the authority on tennis, fashion, and creativity.
Executive Creative, FILA Director Daniela Del Percio
Sr. Art Director Greg Woodburn
Digital Art Director Ja Young Kim
Illustrator Quentin Monge
Animation Studio Animade
Pop Up Experience The Gathery
Photo Credits
Vice Magazine, The Gathery, Jason Colon
TENNIS IN TECHNICOLOR
US OPEN POP UP WILLIAMSBURG, NYC
Housed in a high-traffic Williamsburg storefront, the environment guides guests from a black-and-white world—nodding to stale 'tennis whites'—into a hyper-colorized, interactive playground where visitors become artists. Campaign illustrations anchor every touchpoint, from the Hall of Fame gallery to the Ace Court and takeaways.
This playful pop-up encouraged creativity and attracted tennis enthusiasts, passersby, and new FILA fans while educating audiences on the brand's impact on tennis culture. Leading with creativity rather than sport, Tennis in Technicolor positions FILA as the authority on tennis, art, and fashion—staying true to PLR's vision.
THE DAY SESSION
The day session invited the Williamsburg community to unleash their creativity and immerse themselves in the world of FILA and learn about Pierluigi Rolando through curated partnerships and programming.
Guests enjoyed brunch courtesy of Lavazza & Pieroni, indulged in ice cream from Ollie's for both humans and their furry companions, and a speed dating ping pong event powered by Hinge.
The welcoming, pet-friendly atmosphere created an accessible entry point into FILA's creative universe, with branded swag ensuring the experience extended beyond the activation itself.
THE EVENING SESSION
FILA x VICE
In partnership with VICE Magazine, the night session transformed the activation into a cultural destination that drew influencers across fashion, sport, film, and the arts.
Lines wrapped around the block before sunset, signaling the event's magnetic pull. Inside, guests explored the gallery, sipped specialty cocktails in the lounge, danced to curated DJ sets, and unleashed their creativity on a larger-than-life community mural.
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