Monday, 17 March 2008

News from Fila

Fila ‘Centre Court’ Trainer gets a kicking
Fila unveil online viral film starring Danny Dyer and Tamer Hassan

As part of its continued investment in its Vintage clothing and footwear lines, Fila has produced a short film using the brand’s ambassadors, Danny Dyer and Tamer Hassan aimed to attract cult fans of the actors and the brand as well as creating Talkability® for a wider audience. The gangster style film, to be unveiled at the end of February, focuses on the new pre-distressed footwear style, Centre Court, and reveals the product within a clever twist in the final scenes. Produced by Red Bee Media and directed by Marcus Jones, the short film was shot on location at East London haunt, The George Tavern, and surrounding gritty backstreets.

Frank PR will be implementing an aggressive seeding program, introducing the viral film to key online media channels including men’s style titles, music, film, national news sites and networking/fan sites. This is the first time Fila has created a film to engage a purely online demographic.

Centre Court, the first of a collection of trainers which have been aged carefully to replicate a perfectly loved and lived in trainer from the 80’s, are the focus for the plot in the film and Dyer and Hassan’s ‘mission’. The tagline, ‘Fila- We break them in for you…Get the Look Without the Effort’ summarises the carefully scuffed and discoloured aesthetic of each trainer.

Fila UK Marketing Manager, Marc Travis says ‘Fila is looking to further strengthen the brand positioning following the success of the Vintage and Gold apparel collections and the opportunity of working with Danny and Tamer and this slick and humorous viral provides a great platform to achieving this. We expect the online viral to create a further buzz around the brand, while sparking interest from our consumers and creating talkability® for Fila stockists nationwide.’

The viral film will also be entered into a variety of industry short film festivals. The film supports a key Vintage style within their most comprehensive collection to date and is a testament to Fila’s firm grasp on everything retro.

Notes to Editors:
· Centre Court will be available from selected retailers and on-line stores
· Wholesale prices £ 34.10
· Produced by Red Bee Media with creative direction from Frank PR

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