News From Fila ...

Fila Sign Up Danny Dyer and Tamer Hassan

Fila, the iconic Italian sports brand associated with 1970s style and fashion has signed up cult British actors Danny Dyer and Tamer Hassan to be the face of its latest advertising and marketing campaign. Capitalising on the actors’ association with the brand following the successful 2005 film, The Business, the new Fila campaign will take the brands’ theme modern day playboy to the next level.

Focusing on the Fila Vintage and Gold collections, the campaign continues to inject aspirational appeal into the sports lifestyle brand. The advertising is set to run across titles such as Arena, Esquire, GQ and Golf Punk from December, with new executions to feature in the spring issues; this campaign represents a six figure investment for the brand. The advertising will be supported by a dynamic PR campaign that will include online and experiential exploitation driven by Fila’s PR agency Frank PR.

Marc Travis, Marketing Manager at Fila UK comments: “We are thrilled to be working with Danny and Tamer as the faces of Fila in the UK. Their cult status has great synergy with the Fila brand and we are excited by the opportunities this association presents. The new creative evolves from the current campaign and is injected with a directional and modern fashion aesthetic, that reflects the UK strategy and repositioning of the brand. ”

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Notes to editors:

· Fila Vintage revisits Fila’s iconic White Line collection from the 1970s. Fila pay homage to the original line by capturing its spirit and ethos right down to the exact colours, fabrics and detail. This definitive collection encapsulates class and style with 70’s retro nostalgia whilst quality and finish is in tune with Fila’s Italian heritage. Fila Vintage prices range from £20 - £65
Fila Gold launched for the first time in the UK this Autumn Winter 2007. Previously only available in Italy, Fila Gold is the ultimate 70s Italian playboy inspired collection. An alternative to sportswear, this stylish collection is comprised of cashmere sweaters, sleek cut cardigans and tailored polo’s. This directional range made up of smart casuals inspired by the 70s is imbued with the quality and sophistication of modern day. Fila Gold prices start at £40
· The creative team includes:
o Photographer – Peter Zownir
o Creative Director – Ben Owen, Owen Dwelly Design
o Stylist and Art Direction – Tom Stubbs