NEW YORK — Italian sportswear brand Fila has announced its latest musical partnership with hip-hop star NAS. The brand has appointed NAS to be the sole ambassador of the new Fila Italia Footwear Collection.
Fila will incorporate NAS into the marketing campaign of the collection, set to hit athletic specialty and trend accounts this month. The two will collaborate on the design of a 1980s-era footwear and apparel collection, which will be released beginning with the holiday ’08 season.
Jon Epstein, president of Fila USA, said in a statement, “It is not every day that a musical artist such as NAS comes to Fila and speaks from his heart. When NAS speaks, consumers listen. He is the truth and has real meaning, and like NAS, Fila stands for something.”
The partnership 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 initiatives.
To coincide with the release of the artist’s 10th album, set to hit stores on July 15, Fila created a print campaign with NAS that will be featured in Vibe, XXL, Giant and Fader magazines. Print ads will also market his upcoming tour and album. In addition, broadcast ads will run on July 15 on BET nationwide. At the retail level, there are in-store displays.