In an age where technological advances and the online community have empowered consumers by giving each one a voice, marketers are rethinking the approaches they take in executing their brands’ positioning. Consumers can no longer be spoon fed branding messages or pledges of promise. With the internet, they have a voice and will actively respond. Allowing the consumer an opportunity to engage directly with its brand, Fila is launching a new campaign that embraces the individuality of its consumers by asking them, “How Do You Fila?”