SOURCE: Fila USA

December 01, 2008 11:30 ET

East Meets West With the Launch of The Melrose Collection by Fila

Integrated Marketing Program Features Polo Grounds Music | J Records Artists Nina Sky

SPARKS, MD--(Marketwire - December 1, 2008) - Fila announced today that it has tapped New York-based Polo Grounds Music | J Records artists Natalie and Nicole of Nina Sky to launch its first women's footwear initiative. The duo will be featured in an integrated marketing program for the debut of 'The Melrose.'

Through the marriage of east and west coast sensibility, Fila establishes a balance by launching the first style with one of America's most important sneaker boutiques, Sportie LA. The Melrose, with its strong mix of colors and materials, reaffirms Fila's commitment to innovation, style and sport.

The relationship with Nina Sky stems from a collaboration between Fila and Polo Grounds Brand Marketing announced earlier this year, under which the two companies have been working together to promote emerging musical talent as well as new fashion lifestyle apparel and footwear.

Puerto Rican American, identical twins, Natalie and Nicole are the dynamic duo that make up the group Nina Sky. The sisters are fashionistas, trendsetters, as well as self-proclaimed sneaker lovers with hundreds of pairs of sneakers in their personal collections.

Since their first album was released, Nina Sky has developed a new sound, which is a blend of R&B and pop with a hip-hop foundation. Their forthcoming album "The Musical" features singles "On Some..." and "Curtain Call" featuring Rick Ross. They've collaborated with some of the most renowned producers in the industry such as Salaam Remi (Amy Winehouse), Ryan Leslie (Cassie), DJ Toomp (Mariah Carey), the Runners (J-Lo), Cool and Dre (Lil Wayne, Gym Class Heroes), Travis Barker on the drums and a host of other talents. The Nina Sky sound embodies all genres of music and their edgy New York subculture.

The Melrose launch is centered on a fully integrated marketing and public relations program which includes print, online and TV advertising and product placement. To coincide with the launch of The Melrose, Fila created a print advertising campaign featuring Nina Sky that can be seen in Missbehave, Latina, YRB, Cosmo Girl, and Giant. The creative direction of the campaign is as bold and vibrant as the footwear collection itself. The creative fuses eastern flavor with western style and features bright pinks, stars, and pops with Japanese characters. Fila Melrose in-store collateral features Nina Sky and promotes their new highly anticipated sophomore album, "The Musical." Nina Sky will be also be featured in Fila's Melrose website, www.filamelrose.com.

"Natalie and Nicole of Nina Sky are trendsetters and style makers and have the respect and admiration of our target consumer," said Jon Epstein, President of Fila USA. "They are identifiable with a broad base of the female youth market attracted to Fila. The Melrose speaks to our fans in a fresh new way and Nina Sky provides us with a recognizable and relevant voice."

"This has been a very exciting year for Fila and PGBM (Polo Grounds Brand Marketing)," says Bryan Leach, President and Founder of PGM and Senior Vice President/Urban for RCA Music Group. "The Melrose sneaker campaign reflects everything we love about NINA SKY. It's edgy, fun and a natural fit."

Fila will host a special Melrose Collection launch event on December 4th in its NY retail store with media partner, Missbehave magazine. Part of a bi-coastal launch, the NY event will feature sounds by DJ Radio Rose and a special performance by Nina Sky. Event co-sponsor Fauxciliate will use their technology platform to photograph event guests on a Fila, Nina Sky or Missbehave background and then will animate the image into an online widget embeddable across Facebook, MySpace and blogs. Fila will launch a special collaboration for The Melrose Collection in Los Angeles on December 10th with retail partner Sportie LA.

Established in Italy in 1911, Fila is a leading manufacturer of footwear and apparel for sport and leisure that has developed excellent brand recognition by marketing products with a high design and style content that are endorsed by professional artists and athletes from around the world.

Polo Grounds Music is a full service entertainment & marketing company with a focus on publishing, management, and brand marketing. Founded in 2006 by Bryan Leach, the New York-based company is home to record label Polo Grounds Music, which is distributed through Sony Entertainment.

Contact Information

  • Contact:
    Lauren Mallon
    FILA
    410.773.3236
    Email Contact

    Media Contact For Nina Sky:
    Tammy Brook
    FYI Public Relations
    212 586 2240
    Email Contact

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