Mikal Peveto will work with Fila's VP Footwear Rob Michaelis and Paul Perrone of The Genesis Agency to implement improvements to Fila's running footwear line to meet consumer needs. Paul Perrone will work with Fila's Footwear team on running footwear product line management. Perrone joined Fila in 2003 from Mizuno and helped re-launch Fila running footwear. His expertise in creating a connection with the specialty consumer, listening to the market and initiating product improvements contributed to Fila's growth in the category.
"We are continuing with what has been most successful with our product,” said Perrone. “Fila's Flow technology and our patent pending Transition Control Midsoles combine to create one of the smoothest rides in running footwear. Our team at The Genesis Agency will look to continue to build relationships with Fila's customers and work with Mikal Peveto to improve Fila's running footwear to meet the needs of specialty retailers and consumers.”
Fila's approach to building relationships with consumers is centered around regional grassroots running initiatives with strong specialty tie-ins. Fila has experienced considerable traction in expanding its running consumer base due to event marketing efforts such as its sponsorship of the AT&T Austin Marathon, Fila Relays, Great Midwest Relays in Chicago and the Coast to Coast Relays in South Florida.
Fila's involvement in these events reflects its belief in real people having real experiences in a hands-on atmosphere that promotes the athletic development of each individual. Building relationships through contact marketing and offering grass roots activities for people of all ages are important components in all of Fila's event initiatives.
Established in Italy in 1911, Fila is a leading manufacturer of footwear and apparel for sport and leisure that has developed excellent brand recognition by marketing products with a high design and style content that are endorsed by professional athletes from around the world.
marketing@alchempro.com
