IQ News: Fila Finds Its Way To the Web


Backed by an estimated $1-2 million budget, Fila is the latest athletic shoe marketer to hit the Web running this year. The Sparks, Maryland-based company introduced its first site in June, and now plans increased online promotion of the venue, which is located at www.fila.com.
Developed by True North units TN Technologies, RGA Interactive and Foote Cone & Belding, which is Fila’s agency of record, the site had been launched by Fila with little fanfare. Still, it generated 50,000 visits in the first three weeks, said Stephen J. McGinniss, account director at FCB.
Last week, Fila made its first online media buy with a banner on a new sports site, www.urbansportsnetwork.com. Other sponsorship pacts, tie-ins and banner buys are being planned, McGinniss said.
Fila hopes to capitalize on what thus far has been a weak showing on the Web from athletic shoe makers. Among the site’s accoutrements is randomizing software that ensures visitors will see a different entry gateway, or “splash page,” the first three times they enter the site.
The site contains six content areas including a game area in “Rec Room,” a product catalog located in “The Goods” section and “Clubhouse,” a members-only area which is being used to build a user database. Fila intends to add merchandising, a retailer locator, plus chat sessions with Fila endorsers such as Grant Hill and Derek Jeter.
Despite the brand’s urban appeal, Fila doesn’t intend to target specific demographic groups. Rather, the site has been developed to complement Fila’s ongoing advertising rotation, which employs the tagline “Change the Game.”-BW