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Phase two of new Fila Body Toning System campaign

02
Dec '10
Fila USA announced that the second phase of its national marketing and advertising campaign featuring real women for the company's new Body Toning System fitness apparel collection is underway.

Original plans for the print and online campaign called for two professional models and one real woman, but the extraordinary results of the New York City area casting call of non-professional models ages 25 – 50 prompted executives to consider a campaign that would feature just the local area finalists. Fila's executives met a variety of women during the casting call which was held at Union Square Ballroom in New York City.

“Fila's team was inspired by the amazing women we met during the casting as we listened to each of their personal journeys to self-fulfillment and healthy living,” reflected Jennifer Estabrook, Fila's EVP Business Operations.

“We were so impressed by these women that, in the midst of the casting, we decided to rethink the use of professional models. The campaign is focused on how a woman feels about herself, and it was only fitting to feature real women.”

Fila ended up selecting seven women due in part to the unwillingness of the celebrity judges to narrow the field below the seven leaders from the twenty extraordinary finalists.

Photographed for print and online advertising as well as in-store display materials, the seven finalists modeled the collection of body toning workout apparel that was designed to shape the body and dramatically improve workout efficiency. The new Body Toning System (BTS), Fila's collection of engineered body toning workout apparel for the fitness industry, delivered in mid-October to select Dick's Sporting Goods stores nationwide, fila.com, and specialty stores such as Paragon Sports and Luke's Locker. In 2011, Fila's BTS will be available at select Lady Footlocker locations and many other retailer destinations across the country for Spring.

The seven women selected for the campaign are:
Andrea Williams, Erin Sharoni, Maggie Astolfi, Jocelyn Taylor, Jordana Matute, Kiya Knight, Lydia Callins.

Fila USA


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