Fila Korea Names Top US Female Climber Alex Puccio as Brand Ambassador to lead Fila Sport Performance Initiative in Korea and to be the Face of Skele-Toes for Fila USA
Fila Korea announced today that it has signed a multi-year
endorsement agreement with climbing prodigy Alex Puccio, considered one
of the best female boulderers in the world. The agreement with Puccio is
part of Fila’s commitment to expand its outdoor category in Korea as
well as its minimalist footwear category led by the brand’s popular
Skele-Toes in the U.S., a shoe for “just about anywhere.” The Fila Sport
Collection of outdoor apparel, footwear and accessories is available
for sale in Fila’s 450 retail stores in Korea. Fila Skele-Toes debuted
this spring in the U.S. at athletic specialty and are now a top selling
style at retailers across the country.
“We are thrilled to have Alex as a part of the Fila family,” said
Gene Yoon, Chairman of Fila. “She is a proven champion whose drive,
athleticism and style are consistent with Fila’s core values. She brings
an element of performance and style to Fila outdoor, and her rapid
ascent to the top of the climbing world mirrors the remarkable
trajectory of Fila’s outdoor and minimalist footwear categories. Alex
will undoubtedly become part of Fila’s great outdoor heritage joining
the accomplishments of climbing great Reinhold Messner who scaled the
world’s highest peaks without supplemental oxygen.”
Puccio, 22, currently ranked third in the 2011 World Cup standings,
is a champion climber who has become a force in the climbing world. Her
amazing strength has allowed her to become victorious in the most
difficult climbing competitions. Alex became the first female to make an
ascent of Trice (V12) in Boulder, Colorado and A Maze of Death (V12) in
Bishop, California. Alex has climbed up to V12 boulder problems and has
placed first in the following competitions: Battle of the Bubble, IMS
Bouldering Cup, Unified Bouldering Championships, Tierra Bouldering
Battle, the ABS Nationals, and the Vail World Cup.
Puccio will be featured in Fila USA’s summer 2011 Skele-Toes print
and outdoor advertising campaigns. She will also wear Fila Korea’s Fila
Sport line and Fila USA’s performance apparel in competition.
2011 marks the centennial of the Fila brand which was established in
Biella, Italy in 1911 by the Fila brothers. Fila is now a leading
manufacturer of sport and leisure footwear and apparel distributed
worldwide. The internationally respected company, having gained world
class recognition in tennis apparel, has developed brand recognition by
marketing high design and style content products that are endorsed by
professional athletes from around the world.
H&M has launched an ethical fashion brand called the “Conscious Collection” as part of its drive to becoming a more sustainable and ethical fashion retailer.
The Conscious Collection clothing range is made from environmentally adapted and greener materials such as organic cotton and recycled polyester.
H&M has launched an annual sustainability report to coincide with the launch.
Its annual Conscious Actions Sustainability report, outlines seven areas of responsibility, including being ethical and climate smart to provide fashion for “conscious consumers”.
Its commitments include using more organic and sustainable cotton, educating cotton farmers and developing the Sustainable Apparel Coalition, an initiative designed to measure the environmental and impact and labour practices for clothing and footwear manufacture.
Karl-Johan Persson, CEO at H&M, says: “With size comes responsibility and influence. I want our customers always to feel that we do our best to ensure that the fashion we offer has been made, transported and sold responsibly.”
Last year H&M came under fire after a New York store was accused of throwing away sackfuls of unsold clothes.
The push on eco-fashion comes as H&M reports a 5% fall in like for like sales in March.
Read Marketing Week’s cover feature on the new, profitable CSR that puts ethical practices at the heart of the business to boost the bottom line.
