SHOE WARS: CAN FILA OR ADIDAS PULL AHEAD OF REEBOK?

     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).