The development comes after Fila China’s exclusive trademark rights were acquired by Belle International Holdings in September 2007.
“BBH China is something of a hybrid agency, with an international perspective and a strong local understanding,” said Fila China’s Jeffery Ma. “This duality is what we hope to do with Fila: build domestic awareness of an historic global brand.”
BBH will work developing the brand’s positioning strategy for print, online and in-store advertising. The first campaign, for Fila’s fall/winter collections, will debut in September.
