Gola plans to release a book to document its history and involvement in sport early in the new year, followed by a party in May, a photographic exhibition in the summer and a series of sponsorship initiatives – 100 years after it produced its first pair of football boots.
The media target for the PR campaign will reflect the diversified areas of Gola’s influence, taking in sports, arts, music, fashion and design audiences, said Alina Shore, account director at Brandnation, which has been hired to handle the year-long PR campaign.
Shore said that Gola will, for example, look to sponsor institutions such as art colleges and fund design internships.
Gola began manufacturing leather football boots in 1905 and has maintained a close connection to football, including involvement as Manchester United’s kit supplier in the 1970s.
Owned by the Jacobson Group, Gola has expanded its product range in recent years to emphasise design and style and boasts lines including men’s, women’s and children’s clothing, bags, hats, watches, toiletries and bikes.
Communications activity will also highlight the range of celebrities that have worn and continue to support the brand, including Robbie Williams, Liam and Noel Gallagher, Jude Law and Paul Weller.
Brandnation’s remit includes achieving product placements in newspaper and magazine features and fashion spreads, including the promotion of new footwear and clothing produced specifically for the centenary.