Fila appoints Virender Sehwag as their first ever Brand Ambassador in India
Wednesday, July 4th, 2012 2:21 pm
Fila – the Italian Sports Lifestyle Brand appointed ace cricketer Virender Sehwag as their Brand Ambassador in India for a period of 3 years. At a press conference held at Hotel The Lalit in New Delhi earlier today, Mr. Rajiv Bajaj, CEO Fila – India, made this announcement. Renowned Internationally for their style & design, Fila originated in Italy and has completed 100 glorious years globally. The Brand is now setting up strong footprint across the Indian Subcontinent.
Fila currently has a presence in over 1,800 outlets along with 35 exclusive Stores in India across High Streets & Malls. The Company plans to cross 100 exclusive Stores within the next 2 years. Virender Sehwag will be Fila’s Brand Ambassador across all categories of Footwear, Apparel & Accessories. Fila aims to strengthen their Brand recall and further enhance their presence in India with this strategic appointment.
Commenting on the association Mr. Rajiv Bajaj, CEO Fila – India said, “Cricket is one of the most widely followed sports in India, so when we decided to appoint a Brand Ambassador, a Cricketer was the obvious choice. We chose Virender since he personifies our brands core values and we recognized the great synergy between him and our brand. Virender also holds a World record and has a huge fan following amongst the youth, which is our primary target group. We have ambitious growth plans and are sure that our association will take us to greater heights that we aim to achieve. We are confident that Fila will tremendously benefit from this relationship”.
Virender Sehwag further added, “Fila is an iconic sports lifestyle Brand with a great heritage and strong International presence. I’m overwhelmed to represent the Brand in India. It’s indeed a very proud moment for me to be their 1st ever Brand Ambassador. I’ve personally been a huge fan of their Shoes & Apparels, so when Fila approached me to be the face of the Brand, I instantly agreed.”
Virender will be a part of Fila’s marketing communication strategy across print campaigns, radio ads, television commercials, in store branding and online.
Fila internationally have been associated in the past with various Sports stars like Michael Schumacher, Boris Becker & Björn Borg amongst many others.