THE 2012 FILA POLO CUP

WHAT THE HECK IS THAT CAMPAIGN LAUNCH

AT THE 2012 FILA POLO CUP

CRIS ALBERT FOR FILA SKELE-TOES

            All eyes are traditionally fixed on the action when the “sport of kings” is played, but at this year’s edition of the Fila Polo Cup, another feature may be stealing a big chunk of that attention from the field.  Fila will be launching a head-scratchingly unique campaign at the event where fans of the revolutionary Skele-Toes four-toed shoes could stand to win a starring role in a travel & lifestyle documentary.  Just to turn a few extra heads, Skele-Toes will also be on the feet of endorsers and event hosts Tim Yap, Borgy Manotoc, Georgina Wilson, and  Abs Abdelkader.

            Since 2003, the Cup has been one of the brightest highlights of the local sports calendar, not just for the action but also for the glitz and glamour.  The 2012 Fila Polo Cup is set to outshine the rest once again with a fun-filled roster - aside from the Skele-Toes #whattheheckisthat campaign launch, there will be performances by the band Articulo, a special Dexter Santos choreographed dance number with styling by Leeroy New, installation art by Denis Lagdameo, and JM Rodriguez will be singing the National Anthem.  Of course, FILA’s first couple Cris and Butch Albert will be gracing the occasion, along with FILA  VP of Advertising Ana Abad Santos.  Butch will again lead his team for the Low Goal Game while Tessa Prieto-Valdes and Cris Albert will do the Ceremonial Toss for the High Goal Game.  Over-all event director is Rem Zamora.

3Georgina Wilson for Fila Skele-toes

            The honorable JunJun Binay, Mayor of Makati,  and Dr. Elenita Binay, wife of Vice President Jojo Binay, will also be gracing the occasion.

FILA SKELE-TOES WHAT THE HECK IS THAT

            “What the heck is that?”

 

            This isn’t a question usually heard in Fila-hosted parties, certainly not in the Fila Polo Cup, but the company is anticipating a few raised eyebrows, a bit of head-scratching, and a lot of #whattheheckisthat comments from the crowd with the launch of the unique Skele-Toes campaign. 

Borgy Manotoc  for Fila Skele-toes

            So what the heck is #whattheheckisthat?  Simply put, all one has to do is look for the most amazingly strange, weird, odd, unbelievable, and what-the-heck-is-that reaction inducing photo, post it to the FILA Philippines Facebook page, and the Facebook community votes for a winner.  The top #whattheheckisthat submitter then gets to star in an exciting travel & lifestyle documentary wearing his or her favorite Skele-Toes.

TIM YAP FOR FILA SKELE-TOES

      FEBRUARY 5, 2012  "MEDIA LAUNCH" at  Manila Polo Club"