Fila bowled over by Virender Sehwag

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In yet another instance of cricketers led brand endorsements, Italian sports lifestyle brand, Fila has appointed Virender Sehwag as its first ever brand ambassador in India.

Known for its international associations with sports personalities like Michael Schumacher, Boris Becker, and Bjorn Borg, the Italian brand, which has also completed 100 years globally, is now setting eyes on the Indian subcontinent.

The latest appointment by Fila thus falls in line with brand’s focus on strengthening its brand recall and further enhancing its presence in India. Sehwag will be representing different product verticals like footwear, apparel and accessories.

On his association with Fila, Sehwag said, “Fila is an iconic sports lifestyle brand with a great heritage and strong international presence. It’s indeed a very proud moment for me to be their first 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.”

The cricketer will be part of Fila’s marketing communication strategy across print campaigns, radio ads, television commercials, in store branding, and online verticals.

Rajiv Bajaj, CEO Fila India

Rajiv Bajaj, CEO Fila India

Commenting on the brand connect and synergy between Fila and Sehwag, Rajiv Bajaj, CEO, Fila-India said that with cricket being one of the most followed sports in India, a cricketer was an obvious choice for the company while narrowing in on a brand ambassador.

“We chose Sehwag since he personifies our brands core values and we recognsed the great synergy between him and our brand. He 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,” he said.

With a presence in close to 1,800 outlets along with 35 exclusive stores in India, Fila has plans of ramping up its operations and is targeting 100 exclusive stores within the next two years.



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Neeta Nair

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