• by Tanya Gazdik , December 3, 2010

Fila USA originally planned to use two professional models and one "real" woman in a new ad campaign for it Body Toning System fitness apparel. But the "extraordinary" results of the New York City casting call prompted a revised campaign featuring seven non-models.

Twenty finalists were picked from the entry pool of non-professional models ages 25-50. Fila ended up selecting the seven women, due in part to the unwillingness of the celebrity judges to narrow the field below those leaders.

The campaign is focused on how a woman feels about herself, and so it is only fitting to feature real women, says Jennifer Estabrook, Fila's EVP business operations. In the spring, Fila will conduct its next search for more "real" women with a casting call that will be promoted online and mentioned in print campaigns early next year.

Photographed for print and online ads as well as in-store display materials, the seven finalists modeled the collection of body toning workout apparel that was designed to shape the body and improve workout efficiency.

The campaign includes a dedicated Facebook page as well as all of the online assets supporting the BTS collection accessible via Fila's Web site. Special webisodes of the casting call with the celebrity panel and interviews with each of the seven women air on the Fila YouTube channel.

The Facebook page says the shape wear is made for "every woman who has ever stopped to look at her butt in the mirror. Try the apparel that helps you sculpt, tone and amaze."

Fila has also launched a Twitter campaign @filatoning and hosted a Twitter party to talk about fitness, healthy living and the Body Toning Collection. Fila's marketing program also integrates celebrity seeding and retail promotions.

The clothing line is available at Dick's Sporting Goods stores nationwide, fila.com, and specialty stores such as Paragon Sports and Luke's Locker. In 2011, Fila's BTS will be available at select Lady Footlocker locations and other retailers nationwide.