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Casting call of 'real women'
Mar '11
Fila USA announced that it will conduct a national casting call of “real women” for the fall 2011 Body Toning System (BTS) fitness apparel collection's national marketing and advertising campaign. Spurred on by the success of the company's first real women campaign in fall 2010, Fila has decided to expand the casting call for non-professional models ages 25 – 50 beyond the New York City area to include the entire country via online video casting submissions.

Entry submission videos will be accepted through the company's dedicated FilaToning Facebook page from March 7th through midnight on April 8th 2011. The next “real women” models for the brand's 2011 campaign will be decided by the final selection panel which will consist of Fila's fall 2010 campaign “real women” models.

On April 11st, Fila will host a live web stream of the selection of the new “real women” of the Body Toning System which will be accessible via Fila's Facebook page. Since the 2011 entry videos will be displayed on the FilaToning Facebook page, an additional finalist will be selected by the general public by a “People's Choice” social media competition for the entrant with the most Facebook “likes” on their video.

Fila will officially announce the winners of the BTS online casting call on the FilaToning Facebook page on April 4th. These women will become the faces and bodies of Fila's fall 2011 Body Toning System fitness apparel collection which boasts design refinements and expanded styles and colors.

“Fila's team was so inspired by the amazing outcome of the first “real women” casting call and campaign that we wanted to expand the opportunity to real women across the country,” reflected Jennifer Estabrook, Fila's EVP Business Operations. “The women in our first season were so impressive that our original plan to augment the imagery with professional models was scrapped entirely. Our positive reaction to the original seven women was so perfectly mirrored in the public's fantastic response to the resulting campaign that we felt an online national casting call would be an excellent and timely expansion of the campaign.”

Each of the winners will receive a $1000 grand prize and be flown to an all expenses paid photo shoot. The winners will model Fila's fall 2011 BTS collection in which the resulting images and videos will be used for print and online advertising as well as in-store display materials.

Launched in 2010, Fila's Body Toning System (BTS) is a collection of engineered body toning workout apparel for women that shapes the body and improves workout efficiency by increasing resistance and muscle exercise. BTS utilizes double-layered panels of INVISTA's LYCRA SPORT fabric engineered to compress active muscles, a novel design approach that represents a new era of interactive sports training and fitness apparel.

Fila USA

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