Brand Project #3

• Earned Media
• Publicity
1. Bringing back retro sportswear from 80’s & 90’s
2. Seasonal clothing
3. Fashion trend

• Shared Media
• Partnership
1. Sony Open in Miami, Florida
2. BNp Paribus Open in Indian Wells, California
3. US Men’s Clay Court Championships in Houston, Texas
4. Campbell’s Hall of Fame Championships in Newport, Rhode Island
5. Legend’s Ball in New York
6. AEGON Championships in London, England
• Social Media

1. Facebook
1. facebook.com/FILAAmerica/
2. Twitter
1. twitter.com/filausa
3. Instagram
1. instagram.com/filausa
4. YouTube
1. https://www.youtube.com/channel/UCu3V1U-Pw3lOr3CZlCIwFNQ
1. Owned Media
• Content
1. Website
1. https://www.fila.com/
2. Catalogs
1. http://www.fila.com/newarrivals
3. Packaging

Training vs. Lifestyle

• Physical
1. Stores
1. Stores throughout the US, 3 in NYC

• Paid Media
• Incentive
1. Brand ambassadors
1. 2017 Fila Germany had Fergie as brand ambassador.
2. 2018 Fila had Bjorn Borg, the company’s first ever sponsor.
3. Current Brand ambassador is Virender Sehwag, Ace cricketer from India.

• Paid Media
1. Digital display
2. print ads