Fila has partnered with New York-based Polo Grounds Music/J Records artists to launch “The Melrose,” a womens wear initiative. The new album will be helmed by hip-hop artists Natalie and Nicole of Nina Sky.
“Natalie and Nicole of Nina Sky are trendsetters and style makers and have the respect and admiration of our target consumer,” said Jon Epstein, President of Fila USA. “They are identifiable with a broad base of the female youth market attracted to Fila. The Melrose speaks to our fans in a fresh new way and Nina Sky provides us with a recognizable and relevant voice.”
The Melrose will launch with a fully integrated marketing and public relations program, which includes print, TV ads, internet, and product placement. The creative element of the campaign integrates eastern culture with western style. The color schemes mix pinks, stars, and Japanese characters for an innovative and fresh look.
Fila will host a special Melrose Collection launch on December 4 in its NY retail store. The event will also feature the Filas media partner: Missbehave magazine.
