Fila appoints worldwide marketing chief to oversee footwear revamp

Fila has appointed Mikal Peveto as senior vice-president for global footwear, responsible for the marketing, design and development of the brand’s footwear lines.

Peveto’s appointment forms part of a concerted effort by Sports Brand International, which acquired Fila earlier this year, to revitalise the Fila brand. Fila has failed to recapture the success it enjoyed during the Seventies and Eighties.

Sports Brand International is expected to support Fila with its first above-the-line advertising campaign for a number of years. Fila had not planned to advertise again until 2004.

Peveto joins Fila from Customatix.com, an internet company he co-founded, which specialises in producing customised athletic footwear. He has also worked for a number of athletics brands as a consultant. Peveto will be based at Fila’s headquarters in Sparks, Maryland.

Fila is still seeking a senior marketer for the UK, following the departure of Dominic Munnelly in March (MW March 20). Marketing duties are currently being handled by managing director Peter Lawson. The UK head office has undergone a restructure following a number of redundancies and a move from Newcastle to Manchester.

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