Legacy Leaps Into the Future: A Conversation with Alex Frias

Philip McKenzieamp160 Tell us about your role with FilaAlex Friasamp160 I oversee social and ecommerce and drive our strategy around those two connected verticalsamp160 My main goal is to create a holistic synergy that drives our brand story and strategyamp160 We have a big opportunity with the momentum of being named quotSneaker of the Yearquot by Footwear News to bring in new customersamp160 I am constantly asking myself quotHow do we go beyond awareness and build an emotional connection with our customerquotMcKenzieamp160 I have been a longtime fan of the brand with its strong connection to the quotgolden eraquot of hiphopamp160 How important is that legacy to the current social strategyFriasamp160 When you39re a brand like Fila with a history that spans over 100 years it takes on a different meaning depending on the audienceamp160 Some people connect to the brand through the lens of 3980s3990s hiphop and they remember that waveamp160 There is an older generation that remembers Fila as a tennis brandamp160 Now there is a totally new and younger generation that is discovering the brand for the first time and isn39t familiar with either of those storiesamp160 That39s where we can really find a new place through social to speak authentically to this audienceamp160 We want to lean into our legacy whereas some brands have to create a mystique that we already possessMcKenzieamp160 Tell me more about how the Fila history makes for a strong brand storyFriasamp160 History is our strengthamp160 There are new brands in Urban Outfitters sporting a retro look in hopes of fabricating a history we already possess Our legacy is an undeniable part of our storyamp160 For example we dropped a limited edition Grant Hill shoe tied to his 1994 draft yearamp160 It gave us a chance to tell a story which was part nostalgia and part discoveryMcKenzieamp160 How do you balance between legacy and discoveryFriasamp160 When talking product we leverage our retro silhouettes which connect to that older consumer while creating a new DNA that can become something freshamp160 In terms of digital and social we turn around and become hypertargeted in how we reach our audienceamp160 We are very much ontrend and can fully connect to our Millennial and Gen Z customersamp160 The stories we tell which are primarily driven through social and digital give us a resonance that cuts across different groupsamp160 Partnerships with SoulCycle and others are a big part of making these connections really organicamp160 We end up speaking the same language as our desired customers and existing in the spaces where they are naturallyMcKenzieamp160 How do you use influencersinfluencer marketing as a part of your brand strategy mixFriasamp160 Influencers play a big role for us and we have them separated by tiers creating a better mix to activate at the right time across our verticalsamp160 The macroinfluencer is a celebrity like Grant Hill who has a long history with the brand We also have three of the top five female tennis players including Ashleigh Barty and Kiki Bertens Partners like SoulCycle represent a completely different tier as it is a strong connection with the lifestyle and activewear consumeramp160 Finally we have our microinfluencers and here the focus is on honestyamp160 We can activate these types of influencers directly at our retail outlets or again make a big push via digitalamp160 With microinfluencers we don39t want to have a oneoff type of situationamp160 We want to build a relationship that is ongoing and mutually supportiveamp160 Our audience recognizes that commitment and responds with the same brand loyaltyMcKenzieamp160 In your career you39ve run your own agency worked at Tidal and have touched a lot of projectsamp160 What are evergreen best practices that are critical for building a brand where culture is emphasizedFriasamp160 As a brand you have to understand if any particular environment or culture is one you want to position yourself inamp160 In short does this make senseamp160 Not everything is a fit and customers will recognize that right awayamp160 You have to understand when a vertical is not a fit rather than saying you39re going to jump into music as an example when music isn39t your thingamp160 Understanding culture and having it mean something requires a longterm planamp160 You can39t dip a toe in and out and think you39re going to have a lasting impactamp160 Too many brands just jump from one thing to another and it doesn39t pay offamp160 A longterm plan demonstrates commitment purpose and focusamp160 You can39t lose sight of your business objectives but you have to leverage that connection with culture if it existsMcKenzieamp160 Looking into the future what makes you excited about branding and marketing opportunitiesFriasamp160 A couple of things jump out at me right awayamp160 First the new brand focus on purpose is overdue and manyamp160are taking it seriously and making a real longterm commitment that is part of their identityamp160 Overall we are becoming more of an experience economyamp160 What I mean by that is brands can39t solely be focused on transactionsamp160 They have to find a way to integrate the things that people care aboutamp160 Things like culture and purpose are not going away they are getting strongeramp160 Second audio is an incredible field that is just beginning to take offamp160 Brands that are smart nimble and committed to purpose and culture have an exciting runwayamp160 At Fila our runway connects to our legacy and I feel we are positioned to take advantage of all these movements to be best in class to our audienceamp160 We don39t run from our legacy trying to reinvent ourselves to catch every trendamp160 We39re agile but grounded at the same timeClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Legacy Leaps Into the Future: A Conversation with Alex Frias

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Philip McKenzie

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Legacy Leaps Into the Future: A Conversation with Alex Frias

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Philip McKenzie

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