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SBD/19/Sponsorships Advertising Marketing
SNEAKER SUPERSTORES STEPPING UP ON COMPETITORS
Published March 19, 1997
Sneaker-retailing in superstores is examined by Joseph Pereira of the WALL STREET JOURNAL under the header, "New Sneaker Superstores Aim To Step On Their Competition." Pereira notes, the $15B "sneaker-retailing business is coming late to single-category superstores, which have already swept through the toy, home-improvement and office- supply industries." Edison, NJ-based Sneaker Stadium Inc. and Pelham, AL-based Just For Feet Inc., its major competitor, are on an "expansion binge, and discounting isn't part of their formulas." The companies are counting on a "high-level of service and attractions," including tryout tracks, shoe-testing games and pinball machines to transform the stores into "shopping destinations." Sneaker Stadium has 23 outlets, and it plans to spend $80M over the next two years to add 53 more, primarily on the East Coast. Just For Feet "expects" to expand its chain from 45 to 64 stores by January '98 (WALL STREET JOURNAL, 3/19). TV TIME: Dallas-based Footaction USA will start selling ad time for its TV monitors currently in 430 of the chain's 480 stores nationwide. NY-based Griffin Bacal Promotions will help sell the :30-second spots, which will be blocked together in three two-minute segments, and inserted between three 20-minute segments of music videos (Footaction USA).