Nike Shifts Approach To Sponsorship As NBA Evolves TNT Scores On MLK Day With Cavs-Warriors 76ers Rising In Merch Sales, Home Attendance Nationals Deny Payroll-Spring Training Connection Warriors Hold Lavish Arena Groundbreaking Nike Will Not Include Sleeves On NBA Jerseys J.C. Penney, Kohl's Going Big On Activewear Fanatics Gains Rights For NBA Replica Jerseys Silver Says NBA Exploring Mexico City Franchise Nike Makes Batch Of LeBron 14's For Early Release
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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).