Fila USA will open a temporary retail site in Manhattan on April 15 “as a showcase for its new Filativa brand.” The store, which will be open for a month, will not sell the new brand or any other Fila products. Instead, visitors “will receive free T-shirts, espresso and Italian sodas and can watch film of a Filativa fashion show” (N.Y. TIMES, 4/6).
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| Checkers Drive-In Restaurants’
$30M NASCAR Ad Campaign |
OPEN WHEELING-AND-DEALING: Ford has signed a multi-year extension with the Champ Car World Series to continue its role as presenting sponsor of the Bridgestone Presents The Champ Car World Series Powered by Ford series (
AUTORACING1.com, 4/5)....Coca-Cola will sponsor a Richie Hearn-driven car from Schmidt Motorsports in the Indianapolis 500 (
Daytona Beach NEWS-JOURNAL, 4/2).
GOING POWER: Checkers Drive-In Restaurants will launch a $30M ad campaign, called “Go,” around its seven-year sponsorship deal with NASCAR. The campaign is from Marc USA, Pittsburgh. One spot shows people “racing along in go-carts, Big Wheels, Vespas and other vehicles interspersed with” NASCAR footage. The ads “have a simple message: No matter where you’re going, end up at Checkers or sister chain Rally’s” (BRANDWEEK, 4/4 issue).
