We collect multi-wavelength measurements of the nuclear emission of 20 low luminosity FR I radio-galaxies to test the viability of the FR I - BL Lac unifying model. Although poorly sampled, the Spectral Energy Distributions (SED) of FR Is are consistent with the double peaked shape characteristic of BL Lacs. Furthermore while the distribution of the FR Is in the broad-band spectral index planes shows essentially no overlap with the regions where HBL and LBL are located, this can be simply due to the effects of relativistic beaming. More quantitatively, deriving the beaming Doppler factor of a given radio-galaxy from its X-ray luminosity ratio with respect to BL Lacs with similar extended radio luminosity, we find that i) the luminosity in all bands, ii) the value of the spectral indices, iii) the slope of the X-ray spectrum, iv) the overall SED shape, may be all simultaneously reproduced. However, the corresponding jet bulk Lorentz factors are significantly smaller than those derived for BL Lacs from other observational and theoretical considerations. This suggests to consider a simple variant of the unification scheme that allows for the presence of a velocity structure in the jet.