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 launched 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 was on the feet of endorsers and event hosts Tim Yap, Borgy Manotoc, Georgina Wilson, and Abs Abdelkader.

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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 was the 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 did the National Anthem. Of course, FILA’s first couple Cris and Butch Albert was there to grace the occasion, along with FILA VP of Advertising Ana Abad Santos. Butch did lead his team for the Low Goal Game while Tessa Prieto-Valdes and Cris Albert did Ceremonial Toss for the High Goal Game.

The honorable JunJun Binay, Mayor of Makati, and Dr. Elenita Binay, wife of Vice President Jojo Binay, was there to grace the occasion


At the registration are Fila shoes are available on a discounted price. 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.

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.

Fila  Skele-Toes


1Georgina Wilson for Fila Skele-toes 2Georgina Wilson for Fila Skele-toes

Individual Toe Slots – Provides flexibility and stability. EZ-Slide – combines 2 smallest toes for easy feet entry. Lightweight Textile Uppers – Cools quickly and is more comfortable than other fabrics. Integrated pull tab – for a more snug and secure fit. 3M Tech – provide visibility even at nighttime.

With FILA Skele-Toes,there is no limit to what you can do. Roam the streets, go to the gym or rock them at the club… it’s comfortable and it’s a total attention grabber! Skele-Toes by FILA. For just about everywhere.

Skele-toes 2.0 Men's Black Grey Skele-toes Ampere Women's Black  Fuschia

Skele-toes Turbo Men's Black Skele-toes Bayrunner Women's Black Fuschia Pink

Fila Skele-Toes are available for men and women, even kids may enjoy this new and exciting design.

Website –

Facebook –

Twitter – @filaskeletoesph

Fila shops branches:

SM Mall of Asia, SM Megamall, SM Cebu, Ayala Malls Glorietta, Ayala Malls Trinoma, Ayala Malls Pavilion, Ayala Malls Market! Market!, Ayala Malls Cebu, Ayala Malls Marquee Pampanga, Robinsons Galleria, Robinsons Ermita, Robinsons Cebu, Robinsons Iloilo, Robinsons Bacolod, Robinsons Lipa, Robinsons Metroeast, Robinsons Dumaguete, Robinsons Tacloban, Robinsons General Santos, Robinsons Ilocos Norte, Limketkai Cagayan de Oro, Island City Mall Bohol, Festival Mall Alabang, Ever Commonwealth, Ever Cainta, D’Mall Boracay, Gaisano Capital Tacloban, Gaisano Capital Ormoc, Gaisano Capital Kalibo, NCC Mall Davao, NCC Mall Tagum, LCC Legazpi


5 thoughts on “FILA SKELE-TOES #WHATTHEHECKISTHAT Campaign Launch @ The 2012 FILA Polo Cup

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