fila's 100th anniversary marketing campaign



Fila continues to ride on its 100th anniversary by launching a multi-tired marketing initiative centered around a microsite at fila.com. We’re excited about that they’ve opened up the company’s archives for us to browse.

More: The the full write-up after the cut…

To honor the 100th anniversary of the Fila brand in 2011, Fila has announced the addition of a multi-tiered marketing initiative to compliment the release of several anniversary commemorative Fila apparel and accessory collections. Featured is an interactive micro-site at fila.com.

The company said the team at Fila wanted to share the brand’s vast history with Fila fans around the world by opening its Biella, Italy archives to display hundreds of items online, many of which are the iconic Fila designs responsible for transforming tennis apparel as well as injecting European high design into the global sports apparel industry.

The site also offers a chronological history of key moments starting at the time that Fila first entered the world of athletic apparel and footwear including images and videos of the sports figures who wore Fila to innumerable victories.

The commemorative site will also be a vehicle for design market research, conversations via social media, and to generate revenue through an e-commerce platform. When visiting http://www.fila.com, consumers will be able to choose whether to visit the “Fila Gear” or “Fila History” sections of the site. In the “History” section, for example, visitors will be able to select a decade and view Fila’s athletes, ads, images, logos, commercials and legendary moments in the history of the Fila brand.

While today’s Fila global design team seeks inspiration from its archives for future collections, the sheer breadth of the assets in the archives provides an excellent opportunity to create a truly interactive environment to display the breadth of the company’s history and contribution to sports. In the “Gear” section, visitors will see a medley of historical, current and future products. When hovering over a particular image, visitors will be able to vote whether they would wear the product today. After voting, a pop-up of the product appears with interesting information and the product’s significance in Fila’s history and how other people voted on the same product. For historical items, the e-commerce platform will suggest similar product currently available for purchase. The site will also be able to sort Gear by gender and product type. First launched in the US market, the commemorative website will also be customizable for each region around the world.

“It is an honor to recognize the founders of the Fila brand and the ingenuity of the people that helped strategically grow the brand beyond its beginnings in textile and manufacturing in Biella,” said Gene Yoon, Chairman of Fila. “As a vital part of Fila’s 100 year anniversary, this micro-site will celebrate the Fila brothers’ founding of the company and the rich history of the brand and its impact on style in the athletic market since 1973. The breadth of the archives speaks volumes to what the Fila brand has been able to accomplish worldwide over the last 100 years. We hope that visitors to the micro-site will be inspired by the heritage of Fila.”

As part of the year-long celebration of the centennial anniversary of the brand, a Fila museum will open in the Province of Biella, Italy, the region where the Fila brand was born in 1911. The museum will tell the story of the Fila brand and its involvement in the region’s rich textile history. Housed in the L’Ospizio di Carita di Biella, a historic building in the province, the museum will feature six exhibits over the next eighteen months. The first is entitled “Fila and The Cult of Celebrity.” The word celebrate is inherent in “celebrity” and as the brand celebrates such a momentous point in its history, the first exhibit will highlight the athletes, movie stars, politicians, businessmen, television and radio personalities who have worn Fila throughout the years. Product displays will be complemented by original sketches from the design notebooks of Pier Luigi Rolando, Fila’s first Creative Director. The museum will feature a media room with videos highlighting the stories of many of the champions who have worn the brand through the years as well as videos of elaborate Fila fashion shows in Italy. On the homepage of the anniversary micro-site, there will be a button for Fila Museo which will allow visitors to view a compilation of images from the museum in order to get the flavor of the exhibits from their homes.

Fila has already released a series of 100th anniversary commemorative “Champions Collections” of performance tennis apparel which will be worn exclusively by reigning US Open and Australian Open singles champion Kim Clijsters at Grand Slam events throughout the year. The first Champions collection release was a nod to Australian legend and fellow Grand Slam winning mother, Evonne Goolagong-Cawley. The second Champions collection release was debuted at the French Open where the tennis outfit worn by Clijsters was inspired by a Fila tennis outfit that she received as a Christmas gift from her parents in the late 1980s. Fila will unveil additional collections at the remaining 2011 Grand Slam events.

In addition to the Champions Collections, Fila’s “100 Year Collection” celebrates the brand’s signature style with fashion-forward designs inspired by sketches found in the Fila archives. The timeless line features bold Italian colors: a rainbow of classic polos, a wool-blend jacket with signature rib knit and chevron stripe details, a performance polo and crew, vintage tees, a reversible bucket hat and nylon cire and leather duffle — all with a special anniversary logo. This limited edition collection combines nostalgia with fashion forward lifestyle silhouettes that are destined to become collector’s items and certainly a benchmark addition to the brand’s archives in Italy.

(via SportsOneSource; screengrab from fila.com)

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