Virender Sehwag is Fila's first ever Indian brand ambassador

The brand has completed 100 years globally, and is now setting up a strong footprint in India

BestMediaInfo Bureau | Delhi | July 4, 2012

Italian sports lifestyle brand Fila has appointed cricketer Virender Sehwag as their brand ambassador in India for a period of three years. The brand has completed 100 years globally, and is now setting up a strong footprint in India.

Fila has a presence in over 1,800 outlets along with 35 exclusive stores in India across high streets and malls. The company plans to cross 100 exclusive stores within the next two years. Sehwag will be Fila's brand ambassador across all categories of footwear, apparel & accessories.

Commenting on the association, 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 brand's core values and we recognised 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.”

Sehwag said, “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 first ever Indian brand ambassador. I've personally been a huge fan of their shoes and apparels, so when Fila approached me to be the face of the brand, I immediately agreed.”

Sehwag will be part of Fila's marketing communication strategy across print campaigns, radio ads, television commercials, in store branding and online.

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