Saturday, July 12, 2008

Escobar Season Has Returned...

Somebody over at Fila must've realized that the "fake Prada" endorsement deal with Hurricane Chris was two mishaps rolled into one. Now the Italian shoe and apparel company has signed a one year partnership deal with Nasir Jones himself.

Known for avoiding brand partnerships, Nas was proud to sign with Fila. "My best friend Will and I loved Fila," Nas told Billboard. "It represented prestige and everything that was cool to us. When Will passed, we buried him in a black Fila sweat suit, so doing a deal with them has a lot of significance for me."

Fila and Nas have a reciprocal partnership. This means that Fila will provide finances for the an ad campaign as well as financial support for Nas' next tour (His album, which is still untitiled, releases this Tuesday, July 15th). In turn, Nas will wear Fila products, and co-create an 80's inspired Fila apparel line.

Seeing the success of past endorsement deals with shoe companies for Jay-Z and 50 Cent, this deal puts Nas right on track with the big dogs as far as branding himself and becoming bigger than his music. Nas is usually fresh, so desiging 80's inspired clothes with Fila, should really help in resurging the company's relevance in fashion.

Here is the latest video from Nas for his first single "Hero" feat. Keri Hilson & Polow Da Don


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