Sunday, July 13, 2014

FILA and ATAT Racing Team Partnership: A Testament of Superior Branding

Wazzup Pilipinas!

FILA Philippines has consistently been promoting sports since its promotional tie-up with the popular basketball during its earlier years. Undoubtedly, it has evolved into a brand that identifies itself more with elite sports like Polo, Rugby, Figure Skating, and now more recently with Motorbike Racing.

At an event launching its partnership with the ATAT Racing Team, along with the Ducati and Aprilia brand of motorbikes, the brand has manifested its commitment to partner with only the best to endorse its products. It's not the company that hires the most popular celebrities out there, but it's obviously one that looks into an upper level of appreciation towards promoting sports-related activities geared to better and healthy living, that hopefully the people will realize.

Jill's Bar located at The Fort in Bonifacio Global City, along with its neighboring bar called Jack's, was fully booked with many of the friends, colleagues and sponsors of both FILA and ATAT (Any Time All The Time), as well as friends from the media. The July 9 night was oozing with party-filled excitement as we finally had a chance to meet the team that were primarily racing because of their passion.

Lots of raffle prizes were given away including 3 watches from TechnoMarine, 10 FILA shoes, an expensive Foil A Car service, and 120 bottles of vodka - of which I haven't claimed mine yet. Lol!

We were rubbing shoulders with no ordinary group of men who have plenty to spend but also promotes a high-class of friendship and camaraderie with a few select good men of high standards. This means they are not just a group who accepts everyone and anyone. With an organization that is not easily open for membership, you need to get an invite from the team to become among them. But since they try to limit their numbers into a select few, you may have to fall in line to get your turn.....which may not come within your lifetime if you're not that good enough.

I took a video of our interview with the team but I'm still transcribing the lengthy recording as I write this article so I'm planning to release it on a later date as a follow-up to this first article about the partnership. The interview contained a lot of informative thoughts and revelations so it is something to look forward to soon.

The team officers were present including Jay Carreon, the Treasurer or "Kaban ng Bayan", who did all the talking for the team during the interview. Also introduced at the media meet-up were their newy-elected President Elmer Pabale, thier Vice President for Internal Richard Panlilio, their Vice President for External Paolo Alabado, and Secretary Myke Torres. We also got to hear from Lester Codog, owner of Foil A Car and the group's manager.

The night was even made more special with the presence of the man and woman behind the FILA Philippines brand: Jose Mari Albert and Cris Albert - the business magnates that has made FILA Philippines what it is right now - a brand we will truly cherish as one of our choices for quality shoes, bags and apparel.

Incidentally, it was also a pre-Birthday celebration of Cris Albert who celebrated her natal day last Juy 11. Happy Birthday to the always beautiful CEO and President of FILA Philippines.

Many celebrities like Fabio Ide, Pops Fernandez, Jake Letts, Harry Morris, Katarina Rodriguez, Cong. Ronald Singson, and a lot more that's too many to mention, also dropped by to join the party.

Just like FILA who values its branding more than anything else, it only offers the best for its customers and does not just release a new product design just to provide a multitude of choices for the consuming public. The brand goes above and beyond to only come out with designs that has been tested and approved to meet the "Likes" of the people.

Congratulations to another brand endorsement partnership and may you continue to become a well respected brand that we can truly be proud of.

Special thanks to FILA Philippines' Cherry Bustamante Burwell for inviting us to attend this event, and to her staff who worked hard to make this event a success. More power to you guys!

More photos will be uploaded soon on the Wazzup Pilipinas Facebook page:

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