Fila reviews PR for style-led revamp

Apparel and footwear company Fila has put its UK PR account up for pitch as it bids to reposition itself as a premium, design-led brand and better promote its Italian heritage.

Three agencies have been shortlisted for a contract to promote the forthcoming revamp, according to Sheelpa Patel, marketing manager at the brand’s UK licensee and distributor Proline International.

The pitch process comes hot on the heels of the appointment of fashion and lifestyle start-up PR firm Pressroom. The agency has landed a specific contract to handle media relations for a vintage line set to launch in the UK early next year.

Pressroom managing director Don Alvin described the new apparel as ‘Italian and design-led, drawing on Fila’s history in sport’.

The new range will be available in urban ‘trend retailers’, added Patel.

Proline took over UK management of the Fila brand a year ago.

Watford-based Patel said she wanted to make a decision on which PR agency to hire in October, but she added that overall marketing plans for the forthcoming revamp were yet to be finalised.

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