Fila launches first China marketing push

The campaign focuses on tennis, yoga, skiing and golf, targeting affluent Chinese consumers.

The campaign’s theme, ‘Society’, attempts to evoke the shared enjoyment of sports with friends, as well as the elite nature of Fila.

"Fila is a fashionable sports brand, but not about playing sports and sweating like dogs," said BBH China associate account director Chiew Ling Tan.
"We are really for people who wear Fila for a leisurely game of golf or tennis."

The print ad is running in fashion magazines such as Vogue and Elle, as well as sports-related magazines, until the end of December. Media buying is being handled in-house. BBH is also providing creative suggestions on marketing events and shop design of Fila’s 85 stores in tier-one and tier-two cities in China.