Fila brings in Frank to promote celebrity tie-ins

Sportswear company Fila has called in Frank PR for a brief to introduce new celebrity endorsements and enhance the brand’s ‘vintage’ status.

Fila: to promote links to celebrities
Fila: to promote links to celebrities

‘There will be endorsements from high-end, Hollywood stars,’ said Frank ­chairman Graham Goodkind.

Fila is famous for securing the endorsement of US superstar baseball slugger Barry Bonds, who this year broke the all-time home-run record for the sport.

PRWeek understands that the brief is worth in excess of £120,000, once all the celebrity endorsements have been ­accounted for. Resonate had held the account for two years since winning it in 2005 (PRWeek, 4 March 2005).

Resonate said it had ‘lost the brief after personnel changes at Fila, but the split was amicable’.

The Fila brand, primarily known for its tennis footwear, wants to attract attention to its 35th anniversary this year.

Fila’s main competitors in the clothing sector are Lyle & Scot and Ben Sherman. It also competes against Nike and Reebok in the footwear market.

Meanwhile, Frank looks set to secure a brief from Honey Monster Foods, a ­division of Big Bear – owner of the Sugar Puffs brand.

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