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SBD/7/Sponsorships Advertising Marketing
FOOT LOCKER DROPS ITS OWN ITZ BRAND
Published November 7, 1994
Kinney Shoe has decided to drop the footwear line, In The Zone or ITZ, "created specially" for its Foot Locker retail chain, "in effect conceding failure in its attempt to unilaterally fill a perceived void in the second tier of the athletic footwear market." The move frees up shelf space for "traditional vendors," as 2nd-tier players such as Fila, Converse and Adidas "heat up the battle" for No. 3. ITZ "suffered a blow to its marketing plans with the December car accident that nearly took the life of its NBA endorser Bobby Hurley" (Eric Hollreiser, BRANDWEEK, 11/7 issue).