Filias Attempts to Breathe New Life Into Tretorn

The first work by Filias Advertising for Tretorn aims to breath new life into the venerable brand and help launch the company’s spring 2002 line of tennis shoes.

“Our strategy was based on looking at the roots of the brand itself and seeing what made it so memorable and then building on that,” said agency president and creative director Greg Filias.

The work is tagged “Look back. Step forward.” The positioning attempts to tie the brand’s new spring line to the shoe’s heritage, dating back to the classic Nylite model first introduced in leather in 1964 and canvas in 1967.