Fila has partnered with Polo Grounds Music, an independent hip hop label, to promote emerging musical talent as well as new fashion lifestyle apparel and footwear. Fila and Polo Grounds Music's marketing program integrates print, broadcast and online advertising with retail promotions, artist tour support and album launch initiatives.


To coincide with the launch of the Fila 'Helmsman' shoe, Fila created a print campaign featuring Hurricane Chris that can be seen in Blender, Fader, BPM and Giant. Fila's return to broadcast advertising featuring hip hop artist Hurricane Chris, began at the end of January exclusively on BET nationwide.


According to Jennifer Estabrook, Fila's VP Business Operations, “Fila recognizes the strong bond between the arts. By aligning the Fila brand with relevant tastemakers and influencers we gain credibility and exposure with one group of our target consumers. The partnership with Polo Grounds Music is the cornerstone of our urban marketing initiative and will enhance our momentum and market share.”


“There has always been a strong relationship between music and sport,” said Bryan Leach, president and founder of Polo Grounds Music and SVP /Urban for RCA Music Group. “Now, Polo Grounds and FILA are taking that synergy to new heights. The FILA brand is a proven one, rich in history and together we will continue to grow that legacy.”