Fila USA said it plans to feature real women as part of the launch campaign for the company's new Body Toning System fitness apparel collection. Original plans for the print and online campaign called for two professional models and one real woman, but the positive results of the New York City area casting call of non-professional models ages 25 – 50 prompted executives to consider a campaign that would feature just the local area finalists.
Fila's executives met a variety of women during the casting call which was held at Union Square Ballroom in New York City.
“Fila's team was inspired by the amazing women we met during the casting as we listened to each of their personal journeys to self-fulfillment and healthy living,” reflected Jennifer Estabrook, Fila's EVP Business Operations. “We were so impressed by these women that, in the midst of the casting, we decided to rethink the use of professional models. The campaign is focused on how a woman feels about herself, and it was only fitting to feature real women.”
Fila ended up selecting seven women due in part to the unwillingness of the celebrity judges to narrow the field below the seven leaders from the twenty extraordinary finalists.
Photographed for print and online advertising as well as in-store display materials, the seven finalists modeled the collection of body toning workout apparel that was designed to shape the body and dramatically improve workout efficiency.
The new Body Toning System (BTS), Fila's collection of engineered body toning workout apparel for the fitness industry, delivered in mid-October to select Dick's Sporting Goods stores nationwide, fila.com, and specialty stores such as Paragon Sports and Luke's Locker. In 2011, Fila's BTS will be available at select Lady Footlocker locations and many other retailer destinations across the country for Spring.
The women of Fila's Body Toning System are featured on the dedicated http://www.facebook.com/FilaToning page as well as in all of the online assets supporting the BTS collection accessible via http://www.fila.com.
Special webisodes of the casting call with the celebrity panel and interviews with each of the seven women air on the Fila YouTube channel. Fila has also engaged in a Twitter campaign @filatoning and hosted a Twitter party to talk about fitness, healthy living and the Body Toning Collection. Fila's marketing program also integrates celebrity seeding and retail promotions.
The seven women selected for the campaign are:
Andrea Williams, is a 33 year-old cancer survivor and mother of two, who while working full-time as a personal assistant in the Finance industry, trains for marathons and triathlons. Andrea has overcome insurmountable odds to achieve personal and professional success. Andrea just completed the New York City Marathon in Fila's BTS pants.
Erin Sharoni, a 29 year-old former Junior Olympic-certified swim coach who works in Finance and is a volunteer fitness trainer and nutrition advisor. Erin is moonlighting as the sideline reporter for St. John's basketball this season.
Maggie Astolfi, is a 25 year-old Associate at a New York based asset management firm who writes about her passion for healthy living and a balanced lifestyle through her blog, http://www.thefitpost.com.
Lydia Callins, a 29 year-old aspiring actress and writer, is a personal trainer in New York who loves integrating boxing into her workouts. She was instrumental in the development and mission of the non-profit organization “Knock Out, For Girls”.
Jocelyn Taylor, a 45 year-old entrepreneur who prides herself on her business integrity and work ethic and most importantly as a positive role model for her 13 year old daughter. After working 12 successful years in the publishing industry and most recently as the publisher of a New York City based lifestyle magazine, she launched JRT Multimedia, LLC, a luxury branding and strategic marketing agency.
Jordana Matute, a 25 year-old waitress who has a zest for life and personal fitness.
Kiya Knight, a 29 year-old sport scientist, was 200 pounds when she was just 19 years old and found her true passion in life: fitness. She developed her own body weight fitness concept for her personal training clients.
According to Fila's Director of Design – Apparel Freya Tamayo, “real, everyday women can better express the benefits of this new toning technology to the rest of the women in America who are looking for effective new options in the fitness category. Fitness apparel, especially pants, have become a staple in a today's wardrobe. Our Body Toning pant is an everyday pant for everyday women. The women that attended our casting call are the women that inspire me when I design Fila's apparel collection!”
In Spring 2011, Fila will conduct its next search for the REAL women of the Body Toning System. The Casting call will be promoted on-line and mentioned in print campaigns in early Spring.
