FILA and NAS: Two Legends Making Hits in the Sportswear Industry

SPARKS, MD, Jul 02 (MARKET WIRE) --
FILA, the world's premier Italian sportswear brand, is proud to announce
its latest musical partnership with Hip Hop superstar and legend, NAS.
The brand has appointed NAS to be the sole ambassador of the eagerly
anticipated Fila Italia Footwear Collection.

FILA will incorporate NAS into the marketing campaign of the Fila Italia
Collection that will be available at athletic specialty and trend accounts
nationwide in July. FILA and NAS will collaborate on the design of an 80s
era vintage footwear and apparel collection which will be released
beginning with the Holiday 2008 season.

When asked about this exciting new venture between FILA and NAS, Jon
Epstein, President of FILA USA, said, "It is not every day that a musical
artist such as NAS comes into FILA and speaks from his heart." He added,
"When NAS speaks, consumers listen. He is the truth and has real meaning
and like NAS, FILA stands for something."

Reflecting on his upbringing, the Queensbridge native spoke candidly about
his childhood and FILA's impact on his New York neighborhood. "My mother
used to take care of us. She didn't want us to fall into the streets. She
wanted us to be able to hold our heads high." NAS continued to say, "The
first person that was close to me with a pair of FILAs was my younger
brother. I remember being scared for him. The sneakers were from a
prestigious brand, a new brand to our neighborhood. FILA represented
money, style and success. My best friend Will and I loved FILA. It
represented prestige and everything that was cool to us. When Will
passed, we buried him in a black FILA sweat suit, so doing a deal with
them has a lot of significance for me."

The partnership between FILA and NAS is centered on a fully integrated
marketing and public relations program that includes print, broadcast and
online advertising with retail promotions, artist tour support and album
launch initiatives.

To coincide with the release of the artist's 10th album, set to hit stores
nationwide July 15th, 2008, FILA created a print campaign featuring NAS
that will be seen in Vibe, XXL, Giant and Fader. Print ads will also tout
his upcoming tour and album. FILA's broadcast advertising incorporates NAS
speaking about his experience with the FILA brand and will run on July 15
exclusively on BET nationwide. FILA developed in-store displays for top
national and regional trend retailers to create a tie-in with NAS and the
Fila Italia Collection.

A life-long dream for NAS, FILA is proud to build a relationship with an
artist of his caliber, and continues to prove to set themselves apart from
other sportswear brands in the industry today.

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.

www.fila.com

Contact:
Jarita Bridges/ Jon Lehman
FILA
212.726.5937/ 5921
Email Contact / Email Contact

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