Fila Snowboard

Snowboarders are always skeptical about big companies trying to “buy their way into” their sport. In this situation, most companies fall back on simply sponsoring the top boarders and showing them in lame photos.

I talked Fila into something far more interesting—giving their advertising space to the snowboarders. They could send anything they wanted to a PO Box and we’d include it in that month’s spread ad. This campaign was a big win for Fila, making them look both cool and respectful of the community.