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Michael T. White to market DLS Slam collection
Apr '10
Fila announced that it will return to the basketball court and a sport that once brought the brand much success when players like Grant Hill, Jerry Stackhouse and Larry Johnson represented Fila and its performance basketball footwear in the 90's. This summer, Fila and basketball marketing partner Michael T. White, Inc. (MTW) will launch the new DLS Slam performance shoe by Fila and a “back to grassroots” initiative targeting high school, club and collegiate players. Considered one of the top marketing agencies in the basketball category, Michael T. White, Inc. collaborated with Fila's design team to create the DLS Slam and will connect players with this new performance basketball shoe through product placement and signature high school and AAU events across the country.

Co-designed to meet the contemporary performance and design needs of today's top basketball players, the DLS Slam performance basketball shoe will be available in four distinct “team colors”: White/Black/Chinese Red, White/Peacoat/Silver, White/Chinese Red/Silver and Black/White/Metallic Silver. The shoe will debut in early July and in time for the Fall basketball season when it will be worn by many of the top high school girls and boys teams.

Fila USA's President, Jon Epstein said, “Fila is thrilled to have the opportunity to develop a grassroots business venture with one of the top marketing experts in the basketball category. We look forward to re-entering the performance basketball marketplace where we enjoyed so much success in the 1990s.”

According to Michael T. White, “The young consumer is looking for a performance brand that they can build their game around and shoes that have the style to be worn on and off the court. Fila's rich Italian heritage resonates with the players that compete in Michael T. White signature events. There is a buzz about the brand at our events, and our players can't wait to shoot around in the DLS Slam.”

A lifestyle “take-down” of the DLS Slam performance shoe will be available at retail at Footlocker stores nationwide in mid May. The partnership with Michael T. White is part of Fila's commitment to create product that resonates with its core consumer and positions the brand to take advantage of opportunities in the marketplace as they arise.

Fila and MTW will launch the DLS Slam during the Men's and Women's NCAA Final Four, respectively, with events in Indianapolis on April 1st and San Antonio on April 3rd. The DLS Slam will be featured at Michael T. White produced basketball tournaments across the country including the Fila Nationals on July 28 – 31 in Atlanta.


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