With a strong understanding of the social media landscape and unparalleled experience in the tennis world, MVT became the primary managers of the FILA Tennis social platforms (Instagram and Twitter), responsible for day-to-day planning, execution and strategy across the accounts. With a stated goal of reaching a younger demographic of tennis fans, the team focused on creating a consistent, relatable tone and voice, as well as a more consistent cadence for posting on the channels. Posts became more intentional and less reactionary, focused on elevating the brand and its products to drive increased brand awareness and sales.
With sights set on introducing a younger demographic to FILA’s timeless apparel and footwear offerings, MVT successfully launched and executed a junior influencer program, which hand-selected 25 lucky junior tennis players from across the country to showcase the brand’s heritage in the sport. While still leveraging the success of FILA’s sponsored player roster, the channels pivoted from acting as a source for tennis news towards a strategic outlet to tell FILA’s unique brand story in tennis. The results speak for themselves.