SBD/13/Sponsorships Advertising Marketing

FILA LOOKS TO RIDE GRANT HILL TO GREATER MARKET SHARE

     This week's ADVERTISING AGE reports that Fila is "aiming to
maintain its surging momentum" by boosting ad spending 30% to an
estimated $20M, most of which will support the Hill Series, a
footwear and apparel collection endorsed by Pistons Forward Grant
Hill.  Fila's marketing efforts with Hill will be the "most
aggressive in its 10-year history in the U.S., and promises to be
the most significant replication of the Nike-Michael Jordan
marketing formula" since Reebok's Shaq campaign in '92.  Fila
claims its footwear sales will rise 20% this year to $300M, while
apparel sales will be up 56% to $70M.  The Hill Series will not
only feature basketball shoes, but cross-training and other shoes
as well.  TV ads will air on BET, ESPN and MTV.  Foot Locker,
which will sell exclusively an all-black version of the Hill
basketball shoe, is finalizing details of a co-op ad program
(Jeff Jensen, AD AGE, 12/12 issue).
     MORE ON JORDAN'S LOONEY TUNES:  Warner Bros. is developing a
feature-length movie starring Looney Tunes characters and Michael
Jordan that mixes live action with animation.  The film could be
ready by next summer.  Quaker Oats' Gatorade brand, McDonald's
and Nike -- all Jordan sponsors -- are being "eyed as promotional
partners."  F.A.M.E., which manages Jordan's marketing, is also
exploring film projects and TV specials about his life (Jeff
Jensen, AD AGE, 12/12 issue).
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