Source: FILA Becomes the Official Footwear and Apparel Partner of “A Most Beautiful Thing” Film
Documentaries are almost always undermarketed and targeted to a specific audience, which limits the reach of the content. A story about rowing wouldn’t typically hit my radar at all. A story about rowing, in Chicago, with African-Americans? This undoubtedly captured my attention, which it wouldn’t have if it weren’t for Fila.
I have never heard this story before.
“A Most Beautiful Thing.” Written and directed by Olympian Mary Mazzio, the documentary film chronicles the first African American high school rowing team in the United States. It is based on the memoir of Arshay Cooper, the team’s captain, and a group of high school rivals from Chicago’s West Side who came together to transform the community and the sport. Among the film’s executive producers is Grant Hill, who is also a lifetime brand ambassador for FILA.
But after watching this trailer, I almost want to sign up for Peacock (where it is being streamed:
Kudos to Fila for showing support and bringing attention to a film and project that highlights the good in Chi-Town. The city gets nailed consistently in the media for violence and other issues. The only way to counter and begin to tear down the problems is through innovative programs and it seems that Arshay Cooper’s memoir is picking up steam and interest and that’s a good thing. For Fila, I compare this to the type of marketing Merrell has done with a variety of African-Americans in outdoor sports. Social marketing is what brands should be investing into.
Use the source link above to check out the PR release from Fila.
Buy the book by Arshay Cooper on AALBC.com
