Fila uses real women for ad campaign
Sportstextiles.com recently reported on sportswear brand Fila’s new collection of workout apparel for women, the Fila Body Toning System (BTS). Now that the marketing and advertising campaign for the apparel is underway, Fila have chosen to use real women rather than professional models to advertise the products.
Original plans for the print and online campaign called for two professional models and one real woman, but the extraordinary results of the New York City area casting call of non-professional models aged between 25 and 50 prompted executives to consider a campaign that would feature just the local area finalists.
“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-fulfilment and healthy living,” said 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 selected seven women who have been photographed modelling the collection of body toning workout apparel, which was designed to shape the body and improve workout efficiency.
BTS uses double-layered panels of Invista's Lycra Sport fabric, which is engineered to compress active muscles. Fila said this was "a novel design approach that represents a new era of interactive sports training and fitness apparel". Freya Tamayo, the brand's director of design, said BTS would completely change the perception of the clothing that women and men wear to work out.
The collection includes a resistance tank, short, tight capri, capri, pant and long tight, and provides 41% more support than traditional athletic leggings made from polyester or spandex, Fila said, effectively smoothing targeted areas and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and range of motion.
