BBH China secures Fila's creative account

BBH secured the brief following a three-way pitch which included BatesAsia.

The agency will attempt to hone the brand’s fashion positioning and build its presence in China, Hong Kong and Macau. BBH plans to develop Fila’s strategy through print, online, and in-store executions in the brand’s four flagship stores in Shanghai.

Fila is hoping to have 100 stores in place by the end of 2008. The first campaign will roll out at the second half of this year, for Fila’s Fall/Winter collection. Fila is looking for a media agency partner.

BBH China CEO Arto Hampartsoumian said the challenge for Fila would be to remain true to its heritage, in the face of a heavily cluttered competitive landscape that includes the likes of Nike, adidas, Reebok, Puma, New Balance, Li Ning and Anta.

“Our challenge is to stay as true to the brand and heritage of Fila as possible,” he said.

“BBH China really valued our account in the pitch, and had a thorough understanding of our brands,” said Fila PR and sports marketing manager Joy Cai.