Fila signs climber Alex Puccio
South Korea-based sports apparel and footwear firm Fila has announced that it has signed a multi-year endorsement agreement with US-born climber Alex Puccio, considered one of the best female boulderers in the world. The agreement with Ms Puccio is part of Fila’s goal to expand its outdoor category in South Korea as well as its minimalist footwear category led by its Skele-Toes in the US.
“We are thrilled to have Alex as a part of the Fila family,” said Gene Yoon, chairman of Fila. “She is a proven champion whose drive, athleticism and style are consistent with Fila’s core values. She brings an element of performance and style to Fila outdoor and her rapid ascent to the top of the climbing world mirrors the remarkable trajectory of Fila’s outdoor and minimalist footwear categories. Alex will undoubtedly become part of Fila’s great outdoor heritage joining the accomplishments of climbing great Reinhold Messner who scaled the world’s highest peaks without supplemental oxygen.”
Ms Puccio, 22, is currently ranked third in the 2011 World Cup standings. She became the first female to make an ascent of Trice (V12) in Boulder, Colorado and A Maze of Death (V12) in Bishop, California. Alex has climbed up to V12 boulder problems and has placed first in the following competitions: Battle of the Bubble, IMS Bouldering Cup, Unified Bouldering Championships, Tierra Bouldering Battle, the ABS Nationals, and the Vail World Cup.
Ms Puccio will be featured in Fila USA’s summer 2011 Skele-Toes print and outdoor advertising campaigns. She will also wear Fila Korea’s Fila Sport line and Fila USA’s performance apparel in competition.
2011 marks the centennial of the Fila brand which was established in Biella, Italy in 1911 by the Fila brothers.
