Upscale athletic gear manufacturer Fila is looking to generate some online buzz for its Filativa brand, which targets younger, hipper consumers. Fila's online campaign, timed to coincide with the launch of a new retail store in New York in July, features blogs from Filativa designers. The company is also working with word-of-mouth marketing firm BzzAgent to get the word out about Filativa. Fila comments on the use of blogs as a powerful marketing tool:

"The blogs play a dual role: they're to introduce the designers to site visitors and foster a sense of affinity, and they're providing a means of customer feedback on products... It's a way for the designers to tell consumers a little bit about themselves, and hopefully, have the consumer feel connected to one or more of the designers. The next generation of product will be influenced by the feedback we receive in the blogs."