FILA has entered into a partnership with rapper and legend, NAS. The brand has appointed NAS to be the sole ambassador of the Fila Italia Footwear Collection.
FILA and NAS will collaborate on the design of an 80s era vintage footwear and apparel collection which will be released beginning with the Holiday 2008 season.
When asked about this exciting new venture between FILA and NAS, Jon Epstein, President of FILA USA, said, "It is not every day that a musical artist such as NAS comes into FILA and speaks from his heart." He added, "When NAS speaks, consumers listen. He is the truth and has real meaning and like NAS, FILA stands for something."
Reflecting on his upbringing, the Queensbridge native spoke candidly about his childhood and FILA's impact on his New York neighborhood. "My mother used to take care of us. She didn't want us to fall into the streets. She wanted us to be able to hold our heads high." NAS continued, "The first person that was close to me with a pair of FILAs was my younger brother. I remember being scared for him. The sneakers were from a prestigious brand, a new brand to our neighborhood. FILA represented money, style and success. My best friend Will and I loved FILA. It represented prestige and everything that was cool to us. When Will passed, we buried him in a black FILA sweat suit, so doing a deal with them has a lot of significance for me."
The partnership between FILA and NAS is centered on a fully integrated marketing and public relations program that includes print, broadcast and online advertising with retail promotions, artist tour support and album launch initiatives.
To coincide with the release of the artist's 10th album, set to hit stores nationwide July 15th, 2008, FILA created a print campaign featuring NAS that will be seen in Vibe, XXL, Giant and Fader. Print ads will also tout his upcoming tour and album. FILA's broadcast advertising incorporates NAS speaking about his experience with the FILA brand and will run on July 15 exclusively on BET nationwide. FILA developed in-store displays for top national and regional trend retailers to create a tie-in with NAS and the Fila Italia Collection.
Established in Italy in 1911, FILA is a leading manufacturer of footwear and apparel for sport and leisure.