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NEW YORK--(BUSINESS WIRE)--On the heels of the sale of Fila to Global Leading Brands House and the appointment of the brand’s new management team, Fila announces new partnerships aimed to strengthen its dedication to the running category.
For the past few years, Mikal Peveto has been leading Fila’s global footwear research and development initiatives as the SVP of Fila Futura. Mikal will be moving to a consulting role to contribute to the company’s efforts in footwear product and materials research as well as in design & advanced technologies to enhance Fila’s running and tennis footwear.
Mikal Peveto is one of the most highly regarded experts in athletic footwear design and development in the world. His industry experience has earned him an unparalleled reputation in the category among his peers and the world’s leading athletic footwear retailers.
Mr. Peveto’s vast athletic footwear category experience includes seven years at Nike where he was a product manager in the running category. His time at Nike was followed by six years at Adidas in Herzogenaurach, Germany where he was the international business unit manager for running and led the company’s largest footwear category to record growth. Mr. Peveto has also served as a consultant to several of the world’s leading athletic footwear brands.
“We are delighted that Mikal has agreed to serve in this role as the brand begins a new chapter in its history,” said Jon Epstein, President of Fila USA. “His passion for the category is only surpassed by his creativity and vision. Mikal has built very successful global footwear businesses for the two leaders in our category and during his time at Fila has led the development of Fila’s footwear technology. We look forward to Mikal’s continued contribution to Fila.”
Under new management, Fila will continue with its Running specialty initiative that has seen growth from 17 doors to over 250 in a three-year span. The newly formed The Genesis Agency, led by Paul Perrone, the former Director of Running at Fila, will oversee the sales, marketing & distribution of Fila running footwear. The national agency consists of former Fila running representatives and will connect venders, retailers and consumers with innovative products in sport specialty.
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.
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