Serving as the exclusive official athletic footwear and apparel sponsor of the China Open, the Italian sportswear brand has transformed the Beijing venue into an immersive cultural hub featuring the CASA FILA Tennis Lifestyle House and the Positano Town activation.
Bringing Southern Italian Leisure to the Hard Courts
Spanning an expansive 900 square meters, the on-site installations blend high-performance athletic environments with the relaxed pace of a Mediterranean coastal town. According to event organizers, the activation is designed to bridge the gap between competitive professional tennis and everyday lifestyle culture. The space incorporates lemon and tennis motifs throughout, uniting hard-court athletics with sun-drenched architectural aesthetics.
The CASA FILA Tennis Lifestyle House mirrors a southern Italian tennis club through its blue-and-white color palette, arched entryways, and striped awnings. The ground floor functions as a luxury gallery space showcasing professional men’s and women’s tennis lines alongside kids’ gear and a comprehensive footwear wall. The second floor houses a historical product gallery and a Mediterranean-style terrace overlooking the grounds.
Interactive Fan Zones and the “Tennis Aprés” Style Movement
Running from September 22 through October 11 to coincide with the tournament schedule, the carnival utilizes a digital “tennis coin” incentive structure. Visitors earn currency through mini-tennis matches and interactive challenges in the Positano Town outdoor area, which can then be redeemed for lemon-themed refreshments and exclusive merchandise. The Positano zone also features a vintage ice cream truck and dedicated outdoor viewing areas.
In tandem with the physical installations, FILA introduced its “Tennis Aprés” aesthetic concept for the tennis season. The styling approach combines classic athletic DNA—such as the Settanta jacket, Grand Slam polos, and Susan skirts—with tailored urban pieces from the FILA Milano and Heritage lines. Brand ambassadors Sun Qian and musician Henry Lau debuted the looks at the opening event, showcasing layered outfits designed to transition seamlessly from courtside viewing to social gatherings.
Nationwide Retail Integration
Beyond the flagship installations at the National Tennis Center, the campaign extends far beyond the tournament grounds. Reports indicate that FILA has synchronized the launch across 500 core retail stores nationwide, offering synchronized immersive theme experiences and releasing a limited-edition capsule collection for fans across the country.
Worth a look
