adidas "will up its U.S. media budget by at least 25%
to spend a record amount in 1998, bolstering its TV presence
in an attempt to create a more encompassing brand identity,"
according to Terry Lefton of BRANDWEEK. adidas, which
"feels it needs to establish a broader identity to gird
itself against seasonal product-by-product fluctuation,"
will unveil a new image campaign to replace its "Feet You
Wear" ads. The new campaign will involve at least one new
spot each quarter, including a World Cup spot, a
training/running spot and a basketball spot featuring Kobe
Bryant. adidas spent $16M in advertising in '96 and $17.4M
in advertising through October '97 (BRANDWEEK, 1/26 issue).
TURN IT ON AGAIN: BRANDWEEK's Lefton also reports that
Fruit of the Loom's Pro Player will launch NFL licensed team
jackets equipped with a built-in "Sony Walkman-type
radio/cassette player with earphones that extend through the
garment's hood." The "Radio Jacket," which will sell for
$110, "may well be the only licensed outerwear Foot Locker
stocks this fall after a disastrous fourth quarter." The
jacket, lined with a polar fleece, "is exclusive to the NFL
and will be available for all 30 teams." Lefton adds that
Pro Player "expects a minimum" of $2M in support, "including
TV, print, transit and outdoor ads." Pro Player has been
negotiating with NFL corporate sponsor Thomson and two other
firms to provide the electronics (BRANDWEEK, 1/26).
