http://www.lhj.com/health/fitness/lets-get-physical-the-best-workout-gear/?page=2Personal Performance Press Book
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http://mizzfit.com/view/post/fila_unveils_new_yoga_collection_paragon_free_yoga_class_kristin_mcgee_nyc/
Personal Performance Press Book
http://www.accesshollywood.com/healthy-hollywood/healthy-hollywood-the-big-
ohm_article_33853
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ADVERTISING
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Available at Paragon Sports 18th & Broadway NY, NY 212.255.8669 ParagonSports.com©2008 Fila USA, Inc.
©2008 Fila USA, Inc.
October 18, 2010
SPORTS EXECUTIVE WEEKLY
News · Analysis · Insight
Week 1042
© SportsOneSource, LLC
Page 4
With the completion of an initial public offering and
the launch of a potential breakout item, Fila Body
Toning System apparel, at Dick's Sporting Goods, Fila
feels it’s back in growth mode in the U.S. Indeed,
sales in the U.S. are expected to increase around
40% this year, thanks in part to an effort to remain in
stock during the downturn, according to comments by
Jon Epstein, president of Fila USA.
"When other competitors were pulling back invento-
ries, we went the other way and brought millions of
pairs of shoes at the best prices," said Epstein in an
interview with Sports Executive Weekly. "So when people were having a tough
time delivering product from China after the Chinese New Year and the world
of China changed from a sourcing standpoint, we were in stock. So we had
quite a field day around back-to-school. The product sold though and now
we're reaping the rewards of taking that risk with future orders up very signifi-
cantly." But Epstein also said the brand in the U.S. is more slowly benefiting from a
recommitment to quality through sizeable sourcing investments since being
acquired by Fila Korea in 2007. The growth also reflects a refocus on core
categories Fila is known for with consumers while licensing or exiting others.
Fila's core product line now includes running, basketball, kids, and women's as
well as the authentic, original Fila product, he explained.
On the distribution side, Epstein said that by the time the brand was acquired
in 2007, Fila in the U.S. was known largely for only being sold at Foot Locker.
Now, the distribution fairly parallels Nike and Adidas. "What we've found is Fila
continues to have a very big mind share and that's helping us gain access to
retailers but we're also trying to hold the brand to a very high standard," said
Epstein.Also helping reestablish the name has been its successful collaboration with
Kohl's that created the Fila Sport sub-brand as an exclusive for the depart-
ment store. "That’s been wildly successful," said Epstein. "It's become one the
most important brands that that they have in the stores and it's helped us
grow our footwear in a very tough economy."
In sports marketing, Fila narrowed its focus on tennis "because that's what
made us great in the first place." Fortunately, its star endorser Kim Clijsters
won the U.S. Open two years in a row. But while its tennis connection pro-
vides the brand with sports authenticity, Fila is particularly counting on inno-
vation to help the brand grow across categories.
Toward that end, Fila Body Toning System (BTS) women's toning apparel was
launched at Dick's Sporting Goods on Friday. Following in the footsteps of the
toning footwear category, BTS apparel is designed to increase muscle exercise
by as much as 50% versus traditional gear used for a workout. Becoming the
first brand to utilize Invista's Lycra Sports fabric, the BTS collection also
boasts 41% more support than traditional athletic leggings made from polyes-
ter or spandex.
The marketing program behind the launch sports taglines such as "Butt in
Front" and integrates print, in-store support, social networking initiatives,
online advertising, celebrity seeding and retail promotions.
Jennifer Estabrook, EVP business operations for Fila, told SEW the campaign
particularly focused on seven "real women" - rather than models - who had
tested the product for the last two months with their interviews and stories
featured on a microsite. She said the buzz in the market has been "amazing."
“Quotable”
NameTitle
Continued on Page 5...
After Parent’s IPO Fila Looks For Comeback in the U.S...
Retail Sales Rose in Sept...
U.S. retail sales rose for a third con-
secutive month in September, posting a
stronger-than-expected increase that
should fend off fears of a double-dip
recession but doesn't signal a strong
recovery. Retail sales rose 0.6% in Sep-
tember, the Commerce Department
reported Friday. Economists surveyed
by Dow Jones Newswires had projected
sales would rise by 0.4%.
The increase follows a revised 0.7%
climb in August -- the biggest increase
in retail sales in five months. The Com-
merce Department initially estimated
August sales rose by 0.4%.
Despite the September increase, retail
sales overall remain sluggish as the
nation's unemployment rate hovers
near a 26-year high.
September's increase in retail sales was
driven largely by purchases of automo-
biles, auto parts, electronics and appli-
ances. Sales of autos and parts rose
1.6% in September, after rising a re-
vised 1.0% in August. Excluding autos,
all other retail sales climbed by 0.4%.
Clothing store sales dipped 0.2% in
September as general merchandise
sales remained flat. Sales at sporting
goods, hobby, book and music stores
increased by 0.2% in September. Gas
station sales rose 0.4% in September.
Food and beverage store sales also in-
creased 0.4%. Furniture sales increased
0.5% while electronic, and appliance
store sales jumped 1.5%. Sales at
health and personal care stores rose
0.5%. Mail order and Internet sales rose by
1.0% for the month. OBIT: Georges Salomon...
Georges Salomon, the inventor of re-
lease bindings and the founder of the
Salomon brand, passed away peacefully
last week at the age of 85. He built the
Salomon brand, now owned by Amer
Sports, from a small workshop produc-
ing ski edges to a major world-leading
ski and binding company.
Salomon also innovated the rear-entry
ski boot and eventually added skis, ski
clothing and bags into its product line.
Salomon died in his sleep, Oct 6, at his
Lake Annecy, France home, near the
workshop where he started producing
ski edges with his father in 1947.
Salomon is survived by his wife, Perry,
and two sons.
Fila Launches Toning Apparel
SportsOneSource Media Posted: 10/12/2010
Fila USA announced the release of the Fila Body Toning System (BTS), a collection of body toning
workout apparel for the women's fitness industry that promises to shape the body and
dramatically improves workout efficiency. The Body Toning System will first deliver to Dick's
Sporting Goods stores nationwide, www.dickssportinggoods.com/fila and athletic specialty stores
in early October.
Following in the footsteps of the toning footwear category, BTS apparel is designed to increase
muscle exercise by as much as 50% versus traditional gear used for a workout.
BTS utilizes double-layered panels of INVISTA's LYCRA SPORT fabric engineered to compress
active muscles. The collection includes a resistance tank, short, tight capri, capri, pant and long
tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support than
traditional athletic leggings made from polyester or spandex, effectively smoothing targeted areas
and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and
range of motion.
"Body toning apparel is a natural progression of the recent successes in the toning footwear
market," said Jon Epstein, President of Fila USA. "We are thrilled to be on the leading edge of
this fitness revolution with the first marketable application of an apparel toning collection for the
women's performance fitness market."
"The Body Toning System stands to completely change the perception of the clothing that we
work out in --- for both men and women," said Freya Tamayo, Fila's Director of Design. "This
women's collection is such an exciting development in the fitness industry, making exercise
apparel an integral part of a woman's workout that affects her both inside and out. Fila looks
forward to working with INVISTA to further refine the collection and to develop new BTS
applications for many different sports."
According to Julien Born, global segment director for Active and Outdoor segment at INVISTA
Apparel, "LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level
of performance that is ideal for the unique demands of the Body Toning System. We look forward
to advancing our collaboration with Fila and to further develop the women's toning market."
The debut of Fila's Body Toning System is supported by a marketing program that integrates
print, in-store support, social networking initiatives, online advertising, celebrity seeding and
retail promotions. This fully integrated marketing and public relations program which will begin
with the launch of an interactive website as well as Facebook and Twitter campaigns.
Copyright © 2003-2010 SportsOneSource, LLC All Rights Reserved.
Terms of Use. Read our Privacy Guidelines.
Page 1 of 1
SportsOneSource.com Printer-Friendly Format
10/13/2010
http://www.sportsonesource.com/news/article_print.asp?ID=35218
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Personal Performance Press Book
http://www.realbeauty.com/shopping/new-products/fila-body-toning
See all blog posts
I Tried It: "Toning" Exercise Pants--Wear and Get Svelte
Muscles?
First came toning shoes, and now a major exercise apparel company is debuting a line of toning clothing designed to provide
compression and improve blood circulation to muscles and sculpt your body's appearance all while getting you toned up. Do
they work? My review ...
Fila's new Body Toning System is a new line of exercise clothing debuting this week (priced between $40-55). Fila says the
line--ranging from tanks to bottoms can "improve your workout's effectiveness and the way you look while doing it."
They say that simply wearing a Body Toning tank or capri, you can "accelerate and enhance the sculpting, shaping and toning
results of your exercise." The line is also said to be 41 percent more supportive than traditional workout wear.
But do they live up to their name and really tone your bod? I got an early sample of a pair of exercise pants from the new line,
and have worn them off and on over the past week--once on a light jog, another time while using my favorite yoga DVD.
Now, I'm 5 months pregnant, so they were a bit snug around the waist (I inched them down a bit), but I did like the tight fit in
my legs. I happen to be someone who likes to wear slim-fitting exercise clothing because it feels motivating, and I like to
see/feel my muscles at work.
But, whether the toning pants had any magical powers beyond looking great and feeling great? I'm not so sure. And until
Comments Post a comment Monday, 10/11/2010
4:23 PM
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I Tried It: "Toning" Exercise Pants--Wear and Get Svelte Muscles? : Vitamin G: Health ...
10/12/2010
http://www.glamour.com/health-fitness/blogs/vitamin-g/2010/10/i-tried-it-toning-exercise...
http://vitaljuice.com/ecs/9288.htm?sid=250478
http://www.therepublic.com/view/story/FASH-FIGURE-CONTROL_3483122/FASH-
FIGURE-CONTROL_3483122/
Personal Performance Press Book
http://shine.yahoo.com/channel/health/the-latest-fitness-clothing-craze-body-toning-gym-
wear-2400808/
http://www.self.com/fitness/blogs/freshfitnesstips/2010/10/body-toning-gym-wear.html
http://queenofsports.com/fashion/fila-marketing-body-toning-apparel/
http://www.luckymag.com/blogs/luckyrightnow/2010/10/taylor-momsen-shocks-hilary-
du.html
http://www.freep.com/article/20101019/FEATURES03/10190370/New-sporty-clothing-
has-flab-control-issues
http://www.fitceleb.com/taxonomy/term/90/0
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Fila Body Toning System improves workout efficiency
October 13, 2010 (USA)
Fila USA announces the release of the Fila Body
Toning System (BTS), a collection of engineered
body toning workout apparel for the women’s
fitness industry that shapes the body and
dramatically improves workout efficiency.
Following in the footsteps of successful toning
footwear category, BTS apparel is designed to
increase muscle exercise by as much as 50%,
an extraordinary improvement in the efficiency
and recovery of an existing workout.
BTS utilizes double-layered panels of INVISTA’s LYCRA SPORT fabric engineered to compress
active muscles, a novel design approach that represents a new era of interactive sports training
and fitness apparel. The collection includes a resistance tank, short, tight capri, capri, pant and
long tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support
than traditional athletic leggings made from polyester or spandex, effectively smoothing targeted
areas and reducing the appearance of cellulite. Flat seaming construction allows for greater
comfort and range of motion.
“Body toning apparel is a natural progression of the recent successes in the toning footwear
market,” said Jon Epstein, President of Fila USA. “We are thrilled to be on the leading edge of this
fitness revolution with the first marketable application of an apparel toning collection for the
women’s performance fitness market.”
“The Body Toning System stands to completely change the perception of the clothing that we
work out in --- for both men and women,” said Freya Tamayo, Fila’s Director of Design. “This
women’s collection is such an exciting development in the fitness industry, making exercise
apparel an integral part of a woman’s workout that affects her both inside and out. Fila looks
forward to working with INVISTA to further refine the collection and to develop new BTS
applications for many different sports.”
After extensive research, INVISTA’s LYCRA SPORT fabric was selected by Fila as the ideal
foundation for the Body Toning System. Based on years of performance textile research at
INVISTA and its Applied Research Center, LYCRA SPORT fabric represents the active
application of stretch fiber technology. It meets INVISTA’s demanding fabric testing standards
designed to satisfy sports activities that require a combination of light weight, muscle support,
breathability and freedom of movement.
The Body Toning System was made possible and enhanced by the team at INVISTA including the
R&D scientists who engineer developments in LYCRA fibers and fabrics.
According to Julien Born, global segment director for Active and Outdoor segment at INVISTA
Apparel, “LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level
of performance that is ideal for the unique demands of the Body Toning System. We look forward
to advancing our collaboration with Fila and to further develop the women’s toning market.”
The Body Toning System will first deliver to Dick’s Sporting Goods stores nationwide, and athletic
specialty stores in early October. The debut of Fila’s Body Toning System is supported by a
marketing program that integrates print, in-store support, social networking initiatives, online
advertising, celebrity seeding and retail promotions. This fully integrated marketing and public
relations program which will begin with the launch of an interactive website as well as Facebook
and Twitter campaigns.
Fila USA More Fila News...
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Page 2 of 2
USA : Fila Body Toning System improves workout efficiency - Apparel News USA
10/13/2010
http://www.fibre2fashion.com/news/textile-news/newsdetails.aspx?news_id=91898
Personal Performance Press Book
The Fila Sculpt N Tone Body Toning System 56
By michifus
Looking Good in Leggings with Fila
15th October 2010 sees the release of a brand new range of clothing from Fila, offering women the
chance to get an instant change to body shape and to instantly drop down a size. The Fila Body toning
system is perfect for just getting started at a gym or fitness class to get you looking at your best before
you even start your new get fit campaign.
Fila body toning leggings will smooth your figure, reduce the appearance of cellulite and make you
look a size smaller. The clothing has been ergonomically designed to fit closely and provide support for
the parts which sadly need supporting, and will get you looking slimmer and well toned.
The new Fila leggings offer 41% more support than more traditional styles, instantly making your legs
and butt look tighter, tauter and well toned - perfect until your fitness and toning routine starts to show
the rewards for your efforts. They are a great help for boosting confidence, especially when starting a
new fitness group, and help you to feel good about working out, rather than deflated that you just are
not getting the results fast enough.
The leggings offer the obvious advantage of getting you looking good when you are working out, and
the tighter toned lower half which you see is a great motivation to work harder when exercising.
Getting instant improvements to lower body shape is undoubtedly a major selling point; however the
Fila body toning system is more than just a flab repositioning and concealing garment, and is a fitness
product which can help you to get a 50% increase in muscle activity to shape up and achieve your
goals faster.
Get a 50% Increase in Muscle Workouts
The tight fitting leggings are highly comfortable to wear, and far from feeling restrictive allow for the
maximum freedom of movement. It is the tight fit which is instrumental in the toning properties of the
The Fila Body Toning System
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Page 1 of 3
The Fila Sculpt N Tone Body Toning System
10/13/2010
http://hubpages.com/hub/FilaSculptNTone
In searching the publicly accessible web, we found a webpage of interest and provide a snapshot of it
below. Please be advised that this page, and any images or links in it, may have changed since we created
this snapshot. For your convenience, we provide a hyperlink to the current webpage as part of our service.
clothing. The leggings feature strategically located double layered panels to keep the muscles under
compression when working out.
The compression makes the muscles work harder and will get up to a 50% increase in the work the
muscles are required to perform. The clothing helps to provide a targeted workout to the lower body
and will get your legs sculpted into svelte perfection in the shortest time frame. The Fila Body toning
system works whether you are sitting, standing walking or running and keeps your legs looking great,
whilst your muscles get a great toning session.
However if you want the full toning system, and want to get your body into shape in the fastest time
frame, the Fila toning system can be turbo charged with Fila Sculpt n Tone sneakers.
Fila Sculpt n Tone
Fila Sculpt n Tone shoes compliment the body
toning clothing range, and help to get the
maximum increase in muscle activity with every
step you take. The shoes increase muscle
activation when walking, and can turn everyday
activity into more of a workout.
The shoes feature a rocker sole which gets the
foot moving through a healthy heel to toe roll,
and simulate the benefits of walking barefoot in
sand. The foot is rolled smoothly from heel to
toe, increasing the range of muscles activated
and boosting muscle activity throughout the
lower body, in particular in the hips and butt.
The shoes provide excellent cushioning for the
joints, and create muscle stimulating instabilities when walking to get the body working harder with
each step. Fila Sculpt n Tone have been designed to get you in shape in the fastest possible time, and
can significantly increase the work your muscles have to do when walking to improve definition, tighten
up and get your lower body looking as good as it should.
With the full Fila Body Toning System in action, you can be sure that your muscles are going to get in
shape in the fastest possible time, and whilst you are waiting, your lower body will look fantastic.
Buy Fila Sculpt n Tone Online
The Fila Sculpt n Tone range can run small, so consider buying a ½ size more than you would
normally take – the shoes are standard width. You can choose from white, black or bright pink and
silver, all with leather uppers and at great prices on Amazon.
Fila Sculpt N Tone From Amazon
Sculpt a better body with Fila Sculpt n Tone Shoes
Fila Sculpt N Tone from Amazon
Fila Women's Sculpt-N-Tone Mesh
Walking Shoe Size 7 Grey/Berry
Amazon Price: $39.99
Fila Women's Sculpt-N-Tone Leather
Walking Shoe Size 7 Black/Black
Amazon Price: $39.99
Fila Women's Sculpt-N-Tone Leather
Walking Shoe Size 9 White/White
Amazon Price: $39.99
Fila Sculpt n Tone Shoes - The first step towards a better body
Fila Women's Sculpt-N-Tone Mesh Walking Shoe Size 7 Grey/Berry
Amazon Price: $39.99
Fila Women's Sculpt-N-Tone Leather Walking Shoe Size 7 Black/Black
Amazon Price: $39.99
Fila Women's Sculpt-N-Tone Leather Walking Shoe Size 9 White/White
Amazon Price: $39.99
Page 2 of 3
The Fila Sculpt N Tone Body Toning System
10/13/2010
http://hubpages.com/hub/FilaSculptNTone
Levin RambinGrey’s Anatomy
Taylor ArmstrongBravo’s The Real Housewives of Beverly Hills
Personal Performance Press Book
ADVERTISING
We photographed real w
omen for our cam
paign, not professional models! M
eet Maggie.
THE FILA BODY TONING SYSTEM IS AVAILABLE AT DICK’S SPORTING GOODSdickssportinggoods.com/fila
CLIENT: FILA
PROJECT: FILA BODY TONING SYSTEM
MAMUSINC.COM
516-620-0235
TushReaR
TaillighTsDeRRieRehinD-enD
FannyJunK
BehinDKeisTeR
BooTyBuTTBuns
BoTTomass
amaZing
50% increase in muscle workouts.41% more support.
The result? Achieve amazing in half the time.
LYCRA® is a trademark of INVISTA.
gluteus_shape_FINAL_4.indd 1 8/3/10 5:03 PM
Personal Performance Press Book
LYCRA® is a trademark of INVISTA.
TushReaR
TaillighTsDeRRieRehinD-enD
FannyJunK
BehinDKeisTeR
BooTyBuTTBuns
BoTTomass
amaZing50% increase in muscle workouts.
41% more support.
The result? Achieve amazing in half the time.
AVAILABLE AT:Bivouac Ann Arbor, Bodywear Boutique, Dick’s Sporting Goods, Luke’s Locke, Paragon, fila.com
We photographed real w
omen for our cam
paign, not professional models! M
eet Erin.
FILA_BTS_LS_1042.indd 1 9/24/10 10:27 AM
THE FILA BODY TONING SYSTEM IS AVAILABLE AT DICK’S SPORTING GOODSdickssportinggoods.com/fila
LYCRA® is a trademark of INVISTA.
We photographed real w
omen for our cam
paign, not professional models! M
eet Lydia.
50% increase in muscle workoutsWalking, running or just doing errands, the FILA Body Toning System works when you do.
41% more supportThe minute you put these pants on, you’ll look a size smaller.
fila_masterpiece_fitness_final.indd 1 9/8/10 11:40 AM