This week's BRANDWEEK and AD AGE report from the SGMA
Super Show in Atlanta led with new shoe technology.
BRANDWEEK: Terry Lefton writes with "fashion brands"
making a push into the athletic shoe market, "the non-Nike
elite" at the Super Show "hammered home technological points
of difference." Fila "is pushing more of a performance
image" behind its new 2A technology, and has hired
marathoner German Silva to star in the "launch campaign" for
his signature running shoe. FCB, New York, ads break in
March on CBS' NCAA tournament coverage, on ESPN and ESPN2,
and Turner's NBA coverage. Print spots are "slated" for SI,
Runner's World, Slam and The Source. Also "generating
positive reviews" was Reebok's DMX cushioning technology, to
be "launched this spring in a running shoe and gradually
moved across Reebok's portfolio." Reebok "won't use a star
athlete" for the launch, rather Leo Burnett print and TV
spots will star R&D's Spencer White, "the in-house
engineering geek" who developed the DMX technology. Reebok
will also have "a team of vans" go around the country
"attempting to induce try-ons" (BRANDWEEK, 2/24 issue).
AD AGE: Jeff Jensen notes that Reebok print ads running
now in trade and consumer running magazines "mention
independent research found consumers prefer Reebok's DMX Run
shoe over two popular Nike running shoes, the Air Max and
the Air Zoom Alpha." Jensen also notes a "key part" of
Fila's effort to "bolster its performance reputation" is "to
diversify into new sports, albeit with limited offerings."
Scheduled to appear between now and the end of '98: hiking
products, cleated product and in-line skates (AD AGE, 2/24).
