Resonate lands Fila UK PR remit

Fila has hired Resonate for UK comms as it targets affluent 30 to 49-year-olds and positions itself as an elite Italian performance brand.

Resonate is to undertake 'aggressive' media relations and product placement, while helping to promote sponsorship of 'up-and-coming UK tennis talent'.

Fila's repositioning sees it ditch unsuccessful associations with hip-hop and basketball to focus on racquet sports and - in 2006 - skiing and trekking.

Chime-backed Resonate won the account after a drawn out three-way pitch that kicked off last year.

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