FILA「POSITANO 小镇市集」（北京中网）

FILA POSITANO小镇市集

2026年09月22日

上海 国家网球中心

项目传播

项目现场

FILA「POSITANO 小镇市集」落地国家网球中心，作为「Have A Fila Day」中网网球嘉年华的户外板块，项目依托中国网球公开赛赛事场景，将意大利阿马尔菲海岸波西塔诺小镇作为灵感蓝本，在充满竞技感的专业网球场馆外，复刻南意海滨松弛度假氛围。项目的历史背景源于网球文化大众化的行业趋势，大众对网球的认知不再局限于专业赛事竞技，延伸至观赛穿搭、假日休闲的生活方式；FILA 作为中网官方运动鞋服赞助商，借助赛事窗口期打造场外嘉年华，把硬核专业网球文化转化为普通人可轻松参与的沉浸式体验，打通专业赛事与大众生活场景之间的壁垒。

在空间造型与制作层面，整体场景围绕柠檬、阳光、红土网球三大核心视觉元素搭建意式海滨小镇市集，设置复古冰淇淋车、MINI 网球对战区、人生四格拍照打卡点、文创周边摊位与户外观赛休憩区，用明亮柠檬黄搭配蓝白海岸色调，营造阳光松弛的小镇氛围感。

活动以柠檬网球币作为互动主线，游客参与各类趣味网球挑战收集代币，兑换限定柠檬茶歇与主题周边；展区同步陈列 FILA TENNIS 网球系列与 MILANO 高级运动时装，传递 “阿普瑞网球风” 穿搭美学。活动期的现场内容与传播营销深度绑定，南意海滨美学场景极易产出社交打卡素材，品牌明星嘉宾亲临现场加持曝光，面向网球爱好者、时尚穿搭人群、赛事观赛游客，KOL 与到场观众自发产出图文短视频，持续放大话题热度。项目跳出传统赛事品牌展位简单陈列货品的模式，融合赛事观赛、产品体验、市集打卡、轻社交休闲，构建意式网球生活空间。项目不仅服务赛事现场球迷，也面向普通大众科普网球穿搭美学，实现赛事品牌联动、新品系列展示、生活方式种草、社交破圈传播的多重营销目标。

FILA’s “POSITANO Town Market” is located at the National Tennis Center, as the outdoor segment of the “Have A Fila Day” China Open Tennis Carnival. Inspired by Positano town on Italy’s Amalfi Coast, the project recreates the laid-back vacation vibe of Southern Italy outside the competitive professional tennis venue. Historically, tennis culture has gradually become accessible to the public. Tennis is no longer merely defined by professional matches, but extended to spectator fashion and holiday leisure. As the official footwear and apparel sponsor of China Open, FILA builds an off-court carnival during the tournament window.

It transforms professional tennis culture into immersive experience for general audiences and bridges the gap between elite competitions and daily lifestyle. In terms of spatial design and fabrication, the Italian coastal market scene is built around three core visual elements: lemons, sunshine and clay tennis courts. It features vintage ice cream trucks, mini tennis battle zone, 4-cut photo booth, merchandise stalls and outdoor viewing lounge. Bright lemon yellow matched with coastal blue and white creates the relaxed sunny atmosphere of the seaside town. Lemon tennis coins serve as the core interactive mechanism. Visitors take part in fun tennis challenges to collect coins and redeem limited lemon refreshments and themed gifts. FILA TENNIS collection and MILANO premium sportswear are exhibited to convey the “Après-tennis” fashion aesthetic.

On-site activities and marketing communications are closely integrated. The Southern Italian coastal aesthetic scene is highly photogenic for social media posts. Celebrity guests from the brand boost exposure. Targeting tennis fans, fashion audiences and tournament visitors, KOLs and attendees spontaneously generate photos and short videos to expand public discussion. Moving beyond simple product display of conventional tournament brand booths, the project combines match watching, product experience, market check-in and casual socializing to create an Italian-style tennis lifestyle space. It serves fans on site and popularizes tennis fashion for the general public, fulfilling multiple marketing objectives including tournament brand cooperation, new collection showcase, lifestyle promotion and cross-community social communication

关于 FILA

FILA 创立于 1911 年，源自意大利的经典运动时尚品牌，兼具专业运动基因与意式优雅美学。品牌深耕网球领域多年，为中国网球公开赛官方鞋服赞助商，持续挖掘网球运动背后的穿搭与生活文化。FILA 擅长依托大型体育赛事打造线下嘉年华与主题市集，以沉浸式场景传递 Après-tennis 阿普瑞网球风，将专业运动服饰融入日常都市穿搭，通过明星联动、趣味互动触达网球爱好者与年轻时尚消费群体。

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