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
casing 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 a total of
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
on-line 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.
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The campaign includes a dedicated http://www.facebook.com/FilaToning page as well as in all of the online assets supporting the BTS collection accessible via http://www.fila.com. 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.