(FILA Luxembourg S.à r.l.) – FILA is ready to return to tennis and make a splash at the 2020 Western & Southern Open and will do so by launching a new, online FILAbyMe tennis shoe design cont
Source: FILA Set to Launch Axilus 2 Energized Design Contest For 2020 Western & Southern Open
Fila has fallen out of favor with the hypebeast crowd that drove the model to resale over the last year and a half. That doesn’t mean that the brand is dead. When a company sees a spike in interest the immediate problems that occur are over-buying by retail outlets. This contributes to promotional offerings and effectively kills the hype around a company. The smart play for a brand when the hype dies is to remain grounded in sport; while also finding a way to engage the consumer.
The upcoming 2020 Western and Southern Open in New York is allowing the brand to launch a design contest to allow for fan participation. New York has aggressively fought COVID-19 allowing the state to reopen to sporting events. While people aren’t yet gathering in large groups, they are hosting events and to offset the loss of fans at physical events, which prevents people from undiscernment the gear being worn (a new Ballperson collection), the design contest allows for fans to take a part in the upcoming event. See details below and use the source link to read more.
FILAbyMe Design Contest
The FILAbyMe design contest is a first-of-its-kind for FILA Tennis and will launch on social media over the course of four weeks , giving fans the opportunity to creatively design their own colorway of the Axilus 2 Energized performance tennis shoe. To participate, fans must visit @FILAtennis Instagram during the submission period, screenshot the FILAbyMe story highlight, color in their own version of the tennis shoe and share their creation, tagging @FILAtennis and #FILAbyMeContest. Two winners will be selected at the conclusion of the contest, and the winning designs will be put into production for a new colorway, which will debut during the 2020-2021 tennis season. Submissions will be accepted starting Thursday, August 13 and will conclude Monday, September 7 at 5pm EST. The two winning submissions will be posted on @FILAtennis social media channels on September 15. For more information including terms and conditions, follow along @FILAtennis on Instagram.