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Nina Sky loves Melrose Collection by Fila

10
Dec '08
Nicole & Natalie of Nina Sky
Fila announced that it has tapped New York-based Polo Grounds Music | J Records artists Natalie and Nicole of Nina Sky to launch its first women's footwear initiative. The duo will be featured in an integrated marketing program for the debut of 'The Melrose.'

Through the marriage of east and west coast sensibility, Fila establishes a balance by launching the first style with one of America's most important sneaker boutiques, Sportie LA. The Melrose, with its strong mix of colors and materials, reaffirms Fila's commitment to innovation, style and sport.

The relationship with Nina Sky stems from a collaboration between Fila and Polo Grounds Brand Marketing announced earlier this year, under which the two companies have been working together to promote emerging musical talent as well as new fashion lifestyle apparel and footwear.

Puerto Rican American, identical twins, Natalie and Nicole are the dynamic duo that make up the group Nina Sky. The sisters are fashionistas, trendsetters, as well as self-proclaimed sneaker lovers with hundreds of pairs of sneakers in their personal collections.

Since their first album was released, Nina Sky has developed a new sound, which is a blend of R&B and pop with a hip-hop foundation. Their forthcoming album "The Musical" features singles "On Some..." and "Curtain Call" featuring Rick Ross. They've collaborated with some of the most renowned producers in the industry such as Salaam Remi (Amy Winehouse), Ryan Leslie (Cassie), DJ Toomp (Mariah Carey), the Runners (J-Lo), Cool and Dre (Lil Wayne, Gym Class Heroes), Travis Barker on the drums and a host of other talents. The Nina Sky sound embodies all genres of music and their edgy New York subculture.

The Melrose launch is centered on a fully integrated marketing and public relations program which includes print, online and TV advertising and product placement. To coincide with the launch of The Melrose, Fila created a print advertising campaign featuring Nina Sky that can be seen in Missbehave, Latina, YRB, Cosmo Girl, and Giant.

The creative direction of the campaign is as bold and vibrant as the footwear collection itself. The creative fuses eastern flavor with western style and features bright pinks, stars, and pops with Japanese characters. Fila Melrose in-store collateral features Nina Sky and promotes their new highly anticipated sophomore album, "The Musical." Nina Sky will be also be featured in Fila's Melrose website, www.filamelrose.com.

"Natalie and Nicole of Nina Sky are trendsetters and style makers and have the respect and admiration of our target consumer," said Jon Epstein, President of Fila USA. "They are identifiable with a broad base of the female youth market attracted to Fila. The Melrose speaks to our fans in a fresh new way and Nina Sky provides us with a recognizable and relevant voice."

"This has been a very exciting year for Fila and PGBM (Polo Grounds Brand Marketing)," says Bryan Leach, President and Founder of PGM and Senior Vice President/Urban for RCA Music Group. "The Melrose sneaker campaign reflects everything we love about NINA SKY. It's edgy, fun and a natural fit."


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