NBA Players Able To Craft Own Image Nationals Backloading Offers Due To MASN Dispute Renovations To Philips Arena Could Cost Public $150M Constellation Signs Deal With Cavaliers Russell Wilson Signs Deal With Nike Welts Claims Chase Is Perfect Arena Partner New Warriors Arena To Be Called Chase Center Lue To Irving, Love: Stop Focusing On Brand Cohen: MASN Deal Hurt Nats In Free Agency Michigan State Done With Lime Green Jerseys
SBD/5/Sponsorships Advertising Marketing
SHOE WARS: CAN FILA OR ADIDAS PULL AHEAD OF REEBOK?
Published December 5, 1995
In the $8B U.S. athletic footwear business, Fila and Adidas "have emerged as the only serious contenders for No. 3," according to Steve Gelsi in the current BRANDWEEK. "Whichever brand establishes itself behind Nike, and a beleaguered Reebok, might someday climb to No.2." Fila and Adidas "picked up speed" in the fight for third last year behind Nike's $1.9B in sales and Reebok's $1.4B. Adidas hit $331M in sales, and Fila saw a 25% increase to $294M "on the success of the Grant Hill shoe." Gelsi notes both brands "are taking a slightly different tack" than competitors Converse and L.A. Gear. Adidas draws "on the strength" of an 80% share in the soccer market and "strong sales in other team sports." Fila "has come on strong with hot-looking product and young NBA stars." The companies also take different marketing approaches. While Adidas spent only $4.7M on ads last year and $4.3M through September 1, 1995, Fila spent $10M on ads in '94 (up from $6M in '93) and $9M through September 1 this year (BRANDWEEK, 12/4 issue).