FILA
Transforming FILA’s Email Infrastructure With a Custom Salesforce–Klaviyo Integration
Services
- Custom Salesforce x Klaviyo Integration
- Data Migration
- Development
- Email Strategy
Overview
FILA, a global icon in athletic and lifestyle apparel, sought to transform their email marketing operations from fragmented to frictionless. Faced with siloed data, rigid templates, and clunky automation, their team needed a solution as agile and performance-driven as the brand itself.
To unify their B2B and D2C strategies and bring clarity to complexity, FILA partnered with Avex. Together, we developed a custom integration between Salesforce and Klaviyo—bridging platforms, streamlining workflows, and delivering a scalable, data-driven email program built to grow alongside the brand’s global presence.
Technology Partners
- Klaviyo
- Salesforce Service Cloud
- Salesforce Commerce Cloud
Approach
FILA’s enterprise stack brought complexity—but also opportunity. With a Salesforce Commerce Cloud version incompatible with Klaviyo’s native connector, Avex built a fully customized integration that connected the dots between platforms, unlocking untapped potential.
We implemented a real-time data pipeline syncing customer insights, order and product data, and B2B activity directly into Klaviyo. Alongside this, we migrated FILA’s entire retention ecosystem—flows, campaigns, and segmentation—into a scalable, insight-driven framework. Customized to the core, this solution gave FILA a powerful foundation for smarter retention across both their B2B and D2C segments.
Complex Data Integration
The integration between Salesforce and Klaviyo was far from straightforward—FILA’s version of Commerce Cloud wasn’t compatible with Klaviyo’s native plugin, presenting a major technical hurdle. Avex engineered a custom-built solution, collaborating closely with Deck Commerce to develop a robust data bridge that bypassed out-of-the-box limitations.
This bespoke integration enables real-time data transfer between Service Cloud and Klaviyo, ensuring that customer insights, order details, and behavioral triggers flow seamlessly across platforms. What once seemed incompatible is now a fully synchronized system—powering high-performance marketing automation with speed and accuracy.
Seamless Campaign Migration
With the integration infrastructure firmly in place, Avex transitioned FILA’s complete library of email workflows and campaign templates into Klaviyo, creating a unified system optimized for speed, efficiency, and control. Every sequence, trigger, and asset was rebuilt or restructured within Klaviyo’s flexible environment, eliminating operational silos and outdated processes.
Most critically, the migration was timed and executed to preserve business continuity, maintaining uninterrupted engagement with customers across all segments. This careful handoff gave FILA immediate access to Klaviyo’s advanced capabilities without compromising campaign momentum or team productivity.
Unifying D2C and B2B Digital Experiences
For FILA, delivering a cohesive customer experience across D2C and B2B platforms was essential to maintaining brand integrity. Operating two distinct systems led to inconsistencies in messaging, data handling, and campaign execution.
Avex created a unified marketing and data framework that connected both channels, enabling synchronized customer insights and automated communication strategies across touchpoints. This alignment empowered FILA to engage every audience segment with relevant, timely messaging—while maintaining a unified voice, no matter the channel.
Relationship
At the core of the FILA x Avex partnership was a shared commitment to innovation. Facing unique platform constraints and data complexities, FILA turned to Avex to architect a custom solution that could power the brand’s marketing ambitions. Through close collaboration and technical ingenuity, we developed and deployed advanced infrastructure that now drives real-time personalization, smarter segmentation, and a more connected brand experience.
Let’s work together
Tell us your business goals and we’ll see how we can create something amazing together.