Fila surprises contest participant families with handwritten letters

[Asia Economy Reporter Yujin Cho] FILA Korea (CEO Yoon Geun-chang) announced on the 30th that it has started delivering handwritten letters and gifts from its employees to 4,000 families nationwide who participated in the recent 'FILA Family Photo Contest.'

This was a 'surprise response' prepared after much consideration to express gratitude, moved by the overwhelming support from thousands of families who submitted entries to the family photo contest.

The FILA Family Photo Contest was held as a follow-up event to the 'Cheer Up Korea' campaign for overcoming crises and sharing hope, which took place last spring. From the end of May for six weeks, families posted their photos and stories on the campaign’s dedicated website and Instagram. Despite the requirement to submit a photo taken together with family members along with a story, about 4,000 families, totaling approximately 20,000 family members, participated.

A FILA representative said, "Due to the enthusiastic customer participation far exceeding our initial expectations, we revised our original plan and decided to deliver FILA family bags, magnets made from the family photos, and handwritten letters from FILA employees to all 4,000 participating families."

The thousands of handwritten letters and gifts from FILA employees began to be delivered sequentially on the 28th through FILA family brand stores nationwide, including FILA, FILA Kids, and FILA Underwear, at stores near the recipients' residential areas.

A FILA Korea representative stated, "Despite the difficulties caused by the novel coronavirus disease (COVID-19), we were moved by stories rediscovering the value of family and rethinking the importance of family photos, which led us to organize this event."