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Fila launches 50th anniversary campaign in India

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Sportswear brand Fila will launch a new digital campaign in India to celebrate its 50th anniversary. The campaign is titled ‘Numbers are just Numbers without Love’ and shares the voices of its brand ambassadors, both past and present. 

A still from Fila’s new anniversary campaign – Fila

“Fila is proud to celebrate the heritage of the brand over the past half century through its digital campaign,” announced Metro Brands Limited’s senior vice president of marketing Deepika Deepti in a press release. “The brand is committed to instil the same passion that has fuelled its journey while inspiring us to do more of what we love, to go beyond just our achievements, and let our passions move us.”
In October 2022, Metro Brands signed a share purchase agreement to acquire a 100% shareholding in Cravatex Brands which held the long-term licence for Fila in India, ET Retail reported. The acquisition was designed to bolster Metro Brands’ presence in the sportswear market in India and contribute towards its vision of becoming India’s largest speciality footwear retailer. 

Fila’s anniversary campaign commemorates the brand’s journey through the world of sports and features past and present ambassadors Björn Borg, Suzanne Schulting, Grant Hill, Reinhold Messner, Alessandra Chillemi, and Reilly Opelka. The campaign is designed to convey Fila’s passion and its launch in India shows the brand’s commitment to continued growth in the country. 

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