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FILA TO DRESS UP NBA COMMERCIALS; ADIDAS CLOSE TO NFL DEAL?
Published September 22, 1997
Fila USA "has inked a deal that would allow it to use NBA uniforms in TV ads for the first time," while adidas "is close to signing a deal that would get its shoes on NFL fields and apparel on NFL sidelines," according to Terry Lefton of BRANDWEEK. Industry sources told Lefton that adidas will "ink a top level NFL Pro Line pact ... possibly as soon as next year." While sources said that adidas could possibly land the Bucs and the Raiders, NFLP VP/Worldwide Licensing Jim Connelly, through a league rep, denied the report. In regards to Fila, Lefton reports that sources said the company "will not initially receive apparel rights, but the rights to use NBA uniforms in ads with its marquee endorsers." Lefton: "Thus, the first TV work from agency The Arnell Group, N.Y., for the Grant Hill IV shoes, will include" Hill in his Pistons uniform. Lefton: "Fila is also expected to get WNBA rights, which it will leverage into its new deal with Nikki McCray" (BRANDWEEK, 9/22 issue).