Fila has extended its endorsement agreement with baseball star Barry Bonds through 2006. The agreement with Bonds signals Fila’s ongoing commitment to the cross training category and continues the company’s legacy of sponsoring elite champions. Bonds has been associated with Fila since 1999 but this is the company’s first merchandising initiative for the 11 time All-Star.
“We are thrilled to continue our partnership with Barry,” said Jon Epstein, President & CEO of Fila USA. “Barry has been part of the Fila family for a number of years and we are excited to continue the relationship. He is a proven champion whose will, determination, athleticism and resilience is consistent with Fila’s core values. In addition, our partnership with Barry represents an exciting opportunity to expand our cross-training business with one of America’s top athletic specialty retailers.”
Bonds Signature Cross Trainer, the Bonds XT, will be available exclusively at Footaction stores nationwide. The Bonds XT will launch during All-Star weekend in July. A national print advertising campaign featuring Bonds will appear in sports and lifestyle magazines along with significant radio support in key markets. Fila and Footaction will also create in-store point of purchase and collateral materials to support the Bonds initiative.
In 2004, Fila will introduce a signature Bonds children’s baseball cleat, which will be offered nationally to big box sporting goods retailers.
Fila has also named Bonds the second recipient of the company’s REACH award. Fila will present the award to Bonds for his extraordinary accomplishments including breaking the MLB single season home run record and leading the San Francisco Giants to their first World Series appearance in 2002. The first recipient of the REACH award, given in 2002, was the WTA Tour’s “Comeback Kid,” Jennifer Capriati.
