Fila USA announced the release of the Fila Body Toning System (BTS), a collection of body toning workout apparel for the women's fitness industry that promises to shape the body and dramatically improves workout efficiency. The Body Toning System will first deliver to Dick's Sporting Goods
stores nationwide, www.dickssportinggoods.com/fila and athletic
specialty stores in early October.
Following in the footsteps of the toning footwear category, BTS apparel is designed to increase muscle exercise by as much as 50% versus traditional gear used for a workout.
BTS utilizes double-layered panels of INVISTA's LYCRA SPORT fabric engineered to compress active muscles. The collection includes a resistance tank, short, tight capri, capri, pant and long tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support than traditional athletic leggings made from polyester or spandex, effectively smoothing targeted areas and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and range of motion.
“Body toning apparel is a natural progression of the recent successes in the toning footwear market,” said Jon Epstein, President of Fila USA. “We are thrilled to be on the leading edge of this fitness revolution with the first marketable application of an apparel toning collection for the women's performance fitness market.”
“The Body Toning System stands to completely change the perception of the clothing that we work out in — for both men and women,” said Freya Tamayo, Fila's Director of Design. “This women's collection is such an exciting development in the fitness industry, making exercise apparel an integral part of a woman's workout that affects her both inside and out. Fila looks forward to working with INVISTA to further refine the collection and to develop new BTS applications for many different sports.”
According to Julien Born, global segment director for Active and Outdoor segment at INVISTA Apparel, “LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level of performance that is ideal for the unique demands of the Body Toning System. We look forward to advancing our collaboration with Fila and to further develop the women's toning market.”
The debut of Fila's Body Toning System is supported by a marketing program that integrates print, in-store support, social networking initiatives, online advertising, celebrity seeding and retail promotions. This fully integrated marketing and public relations program which will begin with the launch of an interactive website as well as Facebook and Twitter campaigns.
