FILA THEIR WAY AROUND THE NET: COMPANY TO RETAIL VIA WEB

          In an effort to "boost awareness of its brand," MD-
     based Fila USA will "begin selling products directly to
     consumers over the Internet," according to Lorraine
     Mirabella of the Baltimore SUN.  Consumers "have been unable
     to shop for products" on Fila's current Web site, but the
     company will launch the Fila Store as well as a "redesigned"
     Web site tomorrow.  Fila Manager of E-Commerce Todd McDonald
     said that Internet sales "will enhance, rather than compete
     with," sales at retail stores, and that they will "likely
     account for only" 1-2% of total sales.  The "Internet store"
     will carry about 65 footwear and apparel items, which will
     "change periodically," but represent "the weakest market
     penetration" for Fila.  The products will be priced the same
     as in stores.  McDonald, formerly an adidas analyst and
     sales rep, was "brought in to lead" the effort.  Fila has
     invested $300,000 in its Web sales effort and has been
     planning it for the past seven months (Baltimore SUN, 5/20).