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FILA IN, REEBOK OUT FOR LADY FOOT LOCKER BACK-TO-SCHOOL PUSH
Published March 26, 1996
Fila has replaced Reebok as "anchor back-to-school partner" for the 600-store Lady Foot Locker chain, with Reebok's share of the $6B women's footwear market "slipping." Lady Foot Locker chose Fila for its July and August push, via a $4M campaign from Bates/New York that includes national cable, in-store displays and store marquee signage. Analysts see the move as a "coup" in Fila's efforts to "broaden its brand beyond its core of urban basketball shoe buyers." Meanwhile, Reebok loses a "franchise position" in its efforts to slow a $57M "slide" in '95 women's sales. While store officials refused to explain the change, parent company Kinney and Reebok have been "at odds" over product placement and development. Reebok will still have "co-op" print ads with Lady Foot Locker and will use its 80-unit NBC Olympic buy for a back-to-school push (Steve Gelsi, BRANDWEEK, 3/25 issue). MORE SHOE NEWS: A MA state court ruled Friday that Reebok is temporarily barred from using Australian triathlete Michellie Jones in advertisements. Alan Glickman, attorney for Hyde Athletic Industry, said Jones had a three-year agreement to wear, promote and help develop Hyde's Saucony brand. While that contract ended in January, a right of first refusal clause in effect until January '97 obligates Jones to allow Hyde to top any other bid. Jones signed a four-year apparel and shoe deal with Reebok February (Joseph Pereira, WALL STREET JOURNAL, 3/26).