FILA Skele-Toes #WHATTHEHECKISTHAT Launch At The 2012 FILA Polo Cup

All eyes are traditionally fixed on the action when the “sport of kings” is played, but at this year’s edition of the Fila Polo Cup, another feature may be stealing a big chunk of that attention from the field. Fila will be launching a head-scratchingly unique campaign at the event where fans of the revolutionary Skele-Toes four-toed shoes could stand to win a starring role in a travel & lifestyle documentary. Just to turn a few extra heads, Skele-Toes will also be on the feet of endorsers and event hosts Tim Yap, Borgy Manotoc, Georgina Wilson, and Abs Abdelkader.

Since 2003, the Cup has been one of the brightest highlights of the local sports calendar, not just for the action but also for the glitz and glamour. The 2012 Fila Polo Cup is set to outshine the rest once again with a fun-filled roster - aside from the Skele-Toes #whattheheckisthat campaign launch, there will be performances by the band Articulo, a special Dexter Santos choreographed dance number with styling by Leeroy New, installation art by Denis Lagdameo, and JM Rodriguez will be singing the National Anthem. Of course, FILA’s first couple Cris and Butch Albert will be gracing the occasion, along with FILA VP of Advertising Ana Abad Santos. Butch will again lead his team for the Low Goal Game while Tessa Prieto-Valdes and Cris Albert will do the Ceremonial Toss for the High Goal Game. Over-all event director is Rem Zamora.

The honorable JunJun Binay, Mayor of Makati, and Dr. Elenita Binay, wife of Vice President Jojo Binay, will also be gracing the occasion.

“What the heck is that?”



This isn’t a question usually heard in Fila-hosted parties, certainly not in the Fila Polo Cup, but the company is anticipating a few raised eyebrows, a bit of head-scratching, and a lot of #whattheheckisthat comments from the crowd with the launch of the unique Skele-Toes campaign.

So what the heck is #whattheheckisthat? Simply put, all one has to do is look for the most amazingly strange, weird, odd, unbelievable, and what-the-heck-is-that reaction inducing photo, post it to the FILA Philippines Facebook page, and the Facebook community votes for a winner. The top #whattheheckisthat submitter then gets to star in an exciting travel & lifestyle documentary wearing his or her favorite Skele-Toes.

“What the heck is that?” will also be the catch-phrase of the day at the 2012 FILA Polo Cup. Guests can tweet their most #whattheheckisthat moments during the event and see their messages onscreen. Top tweeters get to win FILA goodies.

As always, the 2012 Fila Polo Cup pairs fun with social responsibility. Sales of products during the event will benefit the iSport Life Ministries. FILA President Butch Albert is calling people to support his project “500 For 500” by Operation Compassion. With every purchase of Skele-Toes, 500 pesos will go to the 500 families affected by typhoon Sendong. Additionally, guests may also donate at the registration area.



Class, cutting-edge, coolness, and charity are in the mix for the 2012 Fila Polo Cup, seasoned with a little wackiness via the FILA Skele-Toes #whattheheckisthat campaign launch. It all happens on February 5, 2012 at the Manila Polo Club.

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