SOURCE: Fila

June 17, 2008 15:10 ET

Fila Launches New "How Do You Fila?" Contest

Online Contest Gives Entrants the Chance to Win a Vespa and/or Other Prizes

SPARKS, MD--(Marketwire - June 17, 2008) - Fila's second "How Do You Fila?" contest was launched on June 6th with an exciting new look and marketing campaign that Fila believes will resonate with a young, hip demographic. In addition to creating a new contest format and offering relevant prizes, Fila is utilizing the Complex Magazine Media Network, e-blasts and banner advertisements to promote the latest "How Do You Fila" contest.

Visitors to www.howdoyoufila.com can enter the contest by uploading photos of themselves in their favorite Fila gear and a caption that describes "how they Fila" for each photo. During the initial round, visitors can also vote once daily for their favorite entrant based on how well the entrant's photo album meets certain judging criteria. Weekly finalists will be determined by public vote, receive a music player/internet browser/cell phone or gift certificate, and be eligible to participate in the final round of the contest in which Fila will pick its top 4 favorites. Two Grand Prize Winners will be determined by Fila and win their choice of a Vespa LX 50 Scooter or $3299 in cash, and two First Place Winners will be determined by Fila and win a $1000 shopping spree on fila.com. The Vespa LX 50 Scooters are being provided by Vespa USA.

Additional features of the contest site are expected to appeal to the target demographic. Visitors will be able to check out interviews with Polo Grounds Music artists such as Hurricane Chris, Diamond and new recording artist Boxie. Fila tennis athletes Svetlana Kuznetsova and Janko Tipsarevic answer fan questions and describe "how they Fila." Interviews with other Fila athletes will appear throughout the duration of the contest. Winners from last year's "How Do you Fila?" contest, who were included in Fila's Spring 2008 campaign and are currently featured on Fila's e-commerce site, will have their own featured interviews posted. Downloadable Fila wall papers featuring Fila sponsored athletes or Polo Grounds Music artists are also available on the site.

Print advertisement of the Contest was launched in a special 4 page advertising insert in the July issue of Complex Magazine which hit the shelves June 10th nationwide. The "How Do you Fila?" contest will also be featured in banner ad rotation on the Complex Magazine Media network, including complex.com, karmaloop.com, nicekicks.com, bastardly.com, onsmash.com, and kicksonfire.com, as well as on various social networking and search engine sites with links to howdoyoufila.com.

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 athletes from around the world.

www.howdoyoufila.com

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