Fila launches Centre Court trainers with gangster viral

by Nikki Sandison, Brand Republic 05-Mar-08, 15:25

LONDON - Fila has produced a short gangster style online viral film, featuring its ambassadors Danny Dyer and Tamer Hassan, to promote its Centre Court pre-distressed trainers.

Produced by Red Bee Media and directed by Marcus Jones, the short film was shot at The George Tavern in East London.

The Centre Court line is the first of a collection of trainers from Fila which have been aged to replicate a lived-in trainer from the 1980s.

Actors Dyer and Hassan's "mission" in the film is to break some troublemakers, supporting the tagline "Fila -- We break them in for you... Get the look without the effort".

Dyer and Hassan have previously starred together in two of director Nick Love's films, 'The Football Factory' and 'The Business'.

The aim of the viral is to attract cult fans of the actors and the brand as well as spreading the word to a wider audience.

Fila has seeded it to online channels including men's style titles, music and film titles, national news sites, networking/fan sites of Dyer and Hassan and their films, trainer fans and Fila fans.

Fila has also set up a fan site for Fila Vintage on Facebook, where the full viral has been uploaded.

The film will be entered into a variety of industry short film festivals.

Marc Travis, Fila UK marketing manager, said: "Fila is looking to further strengthen the brand positioning following the success of the Vintage and Gold apparel collections and the opportunity of working with Danny and Tamer and this slick and humorous viral provides a great platform to achieving this."