“The Overland Agency immediately understood that the Verdero brand embodies the culture of baseball—the greatest American pastime. Everything about the gear—the design and technology—is built for aggressive players in peak competition. Our new website conveys that message and aligns the brand with the heart of the game.”
Mark Kilgore
General Manager, Fila International
Client: Fila International is one of the oldest, most respected global athletic brands, remembered fondly for bringing color to the sport of tennis in the days of Björn Borg. In 2006, Fila launched its latest sports brand, Verdero Baseball, targeting competitive baseball players at all levels with shoes, equipment, and apparel.
Challenge: Fila wanted to create a strong brand and web presence that captured the true essence of baseball culture. They needed an experienced interactive marketing partner with a deep understanding of sports marketing and branding. Impressed by the Overland Agency’s history of award-winning interactive work—including for such brands as adidas, Nike, and Soloflex—Fila chose Overland to create the brand’s online presence.
Solution: Overland worked in partnership with Fila to successfully design and build a new kind of sleek-yet-serious baseball brand online. The Verdero website provides competitive baseball players an inspiring, informative, and unprecedented web experience, with a focus on performance, design, and professional technology. Fila’s new baseball shoes achieved rave reviews among Major League and college players; the new website tells their story and embraces the soul of the game.
Result: Overland built an alluring interactive website that allows players to effortlessly dig deep into the technology that Fila and an acknowledged Major League consultant-endorser used to produce real professional-quality footwear and apparel. The online presence is a brand-building tool that delivers on high standards of design and functionality, also providing fulfillment through a back-end ecommerce engine. The stylish site design supports the overall Fila brand, and provided the new Verdero sub-brand an agile launch into the world of baseball.
This project won:
- 2008 Communicator Awards: Award of Excellence for Sports Website
- 2007 Interactive Media Awards: Best in Class, Consumer Goods
- 2007 International Creativity Award: Silver Award for Consumer Website