Fila, the iconic Italian sportswear brand, has chosen DeVries Global to spearhead a revitalized effort to strengthen its brand recognition within the US market.DeVries will now serve as Fila's official North American communications agency, taking charge of all PR aspects. This includes crafting brand messaging and communication strategies, securing national earned media coverage, and boosting executive exposure. Their support will encompass both upcoming brand campaigns and the development of continuous brand narratives and activations.DeVries secured Fila's business after a competitive selection process. In the past, Fila's US communications were managed by a consortium of agencies, including Havas Sports & Entertainment."It is an exciting time for Fila as we prepare to reintroduce the brand to the world in a big way, and we looked for a partner that was uniquely suited to join us on this journey. The DeVries Global team brings solid fashion and retail experience and demonstrated a deep understanding of our brand, mission and consumer. They are a very passionate, collaborative and agile team which gives us great confidence in our future together,” said Emily Maxey, (pictured), Senior VP of marketing, Fila.