Brit flick stars become faces of Fila

Fila UK has signed actors Danny Dyer and Tamar Hassan as the new faces of the brand. The pair, who both starred in Brit flick The Business, will featre in an autumn campaign for its Fila Vintage and Fila Gold ranges.

Fila UK has signed actors Danny Dyer (pictured) and Tamar Hassan as the new faces of the brand. The pair, who both starred in Brit flick The Business, will featre in an autumn campaign for its Fila Vintage and Fila Gold ranges.

The campaign is based on the idea of modern day playboys and it will break in the December issues of men’s titles such as Arena and Esquire. The creative work is by Owen Dwelly Design.

The campaign is part of Fila’s strategy to reposition itself as a lifestyle sports brand. A campaign using the actors is also planned for spring.

Fila UK marketing manager Marc Travis says: “The new creative work has evolved from the current campaign and is injected with a directional and modern fashion aesthetic that reflects the UK strategy and repositioning of the brand.”

The advertising campaign will be supported by PR and experiential activity.

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