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FILA LOOKS TO RIDE GRANT HILL TO GREATER MARKET SHARE
Published December 13, 1994
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).