(FILA North America) - December 8, 2020 - FILA USA is tapping into its commitment to individual expression by encouraging its community to take a break from all the noise and lift each other up following a difficult year. With the debut of its #UpTheBeat campaign and dance challenge, the brand aims to add positivity and levity to the end of 2020 and start 2021 off on the right foot.
FILA USA has partnered with DanceOn to launch the #UpTheBeat challenge. Co-founded by Madonna, DanceOn is a leading digital-first programmer for dance and music entertainment reaching a global audience of over 100+ million monthly viewers across mobile, web and streaming platforms.
The challenge features rapper, singer and songwriter SAINt JHN and his new single “Gorgeous.” It kicks off on December 8, with choreography developed by The Williams Family and danced by a range of personalities including: Avani Gregg, Alfonso Ribeiro, Tyshawn Johnson (“Yvng Swag”), Kaycee Rice, and Ava Michelle.
Following the initial launch and with its community at the core, FILA USA will invite its fans to put their own unique spin on the dance and share their videos as they #UpTheBeat. By participating in the #UpTheBeat challenge, individuals will come together to celebrate the end of 2020 and reset the bar for new beginnings.
Additionally, FILA USA will donate up to a total of $50,000 in support of World Central Kitchen’s COVID-19 Relief Fund when users create videos and join the #UpTheBeat challenge. Founded in 2010 by Chef José Andrés, World Central Kitchen (WCK) uses the power of food to heal communities and strengthen economies in times of crisis and beyond.
Follow along @FILAUSA and #UpTheBeat.