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SBD/27/Sponsorships Advertising Marketing
FILA TO FREELANCE NEXT TWO ADS, THEN CHOOSE NEW AGENCY
Published March 27, 1998
Fila USA will "freelance" two upcoming ads starring Chris Webber and the Mystics' Nikki McCray. Following those ads, Fila, which has been "without an agency" since Arnell Group resigned to take Tommy Hilfiger USA, will "hold a creative competition" for its planned November launch of Grant Hill's new Hill V shoe. Fila wants the agency that wins that competition to "become its new agency of record," and plans to entrust it with a "key marketing initiative: the launch next February of a new athletic performance brand, its positioning tied to its 2/A footwear technology." The Fila account is "estimated" at $15M (AD AGE, 3/27). AD-IDAS NEWS: Abbott Mead Vickers BBDO (AMVBBDO) said it will sell its London-based worldwide adidas agency Leagas Delaney "to its management" for $6.7M. The deal includes AMVBBDO's 30% stake in Leagas, which is "now worth" $100M. AMVBBDO said the sale, "to close" April 7, was "driven by Delaney's push for international expansion" (AD AGE, 3/27).