#UpTheBeat

We are excited to share the launch of a new brand campaign and corresponding dance challenge - #UpTheBeat - as we aim to add some positivity, levity and joy to the end of 2020 and come together to start 2021 off on the right 'feet.'  Please check out our #UpTheBeat kick-off video HERE

The #UpTheBeat challenge features SAINt JHN and his new single “Gorgeous.” It kicks off with choreography developed by The Williams Family and danced by a range of TikTok, social media and additional personalities including: Avani Gregg, Alfonso Ribeiro, Tyshawn Johnson (“Yvng Swag”), Kaycee Rice, and Ava Michelle.

We are also inviting our community to put their own unique spin on the dance and tag their videos as they #UpTheBeat. These UGC submissions will be shared across our social media channels and a selection of videos will be included as part of an integrated digital campaign that will carry into January 2021.


Additionally, FILA USA will donate up to $50,000 in support of World Central Kitchen’s COVID-19 Relief Fund, when users create videos and join the #UpTheBeat challenge.

We hope you'll join as well, and encourage others to do the same! As always, please be sure to follow along on our @FILAUSA social media channels including our newly launched TikTok channel HERE.