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Sports Around the World: FILA Germany Launches New Metropolitan Campaign

Release Date: 05 May 2016
Your Playground: New York

(FILA Germany) – FILA is back with a vengeance! Armed with their global brand campaign, FILA is now conquering the world’s big metropolitan cities with a new TV, print, and online campaign. The new campaign, dubbed “What’s Your Playground?”,  builds on the brand’s “Your Playground” spot, which initially launched in 2014. 

“We are launching the new metropolis campaign to enhance the reputation of the FILA brand further and to create more internationality and even more high-quality content at the same time”, explains Konrad Nowak, campaign manager and marketing manager for FILA EMEA.

5 Metropoles – 6 Sports – 6 Playgrounds

Berlin, Paris, New York, Toronto and Tokyo: FILA has travelled the world for the new campaign. Brilliant sport talents - among them Iya Traore, who is internationally known for his artistic athleticism - perform lifestyle sports on international playgrounds around the globe. Toronto’s centre becomes a ski cross course, an old warehouse in Berlin - a tennis court, a multi-storey carpark in Tokyo - a CrossFit studio, the streets of New York - a basketball court, and an old indoor pool in Paris - a football pitch. The hero of the new TV spots is a runner, who takes the spectators with him, leading them to the different playgrounds.

Campaign Details

In addition to a large scale online and print presence, a new TV and online campaign have also been implemented, whereby various versions of the full video contents are used: a 60 second version, a 30 second version, and nine different 15 second vignettes. Each video focuses on one of the main FILA product categories, including running, training, fitness, basketball, football and tennis.

The metropolis strategy was developed by the Düsseldorf Creative Agency Markenloft, who also closely coordinates communication and marketing. Under the direction of Andreas Roth, tempomedia was responsible for the production. Media agency Mediaplus is in charge of media planning. Grayling Deutschland supports FILA with PR activities surrounding the campaign.

For more information on the "What's Your Playground?" campaign, please contact Anne Voegel ( at Markenloft. Additional images and videos may be found on FILA Germany's official Facebook and Instagram pages.

About FILA

FILA is one of the globally leading sport and lifestyle brands. The brand, which was founded by the FILA brothers in Biella, Italy, can look back on a history, which stretches over a century. FILA achieved its global standing in the world of sport among other through the high quality and confidently stylish design of its products, which are worn by professional athletes all over the world.

FILA press contact:

Grayling Deutschland GmbH

Isabel Meister

Hanauer Landstraße 147-149

60314 Frankfurt

Tel.: +49 (0) 69 962219 40

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