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Volume 24 No. 114
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     This week's ADVERTISING AGE reports that Fila is "aiming to
maintain its surging momentum" by boosting ad spending 30% to an
estimated $20M, most of which will support the Hill Series, a
footwear and apparel collection endorsed by Pistons Forward Grant
Hill.  Fila's marketing efforts with Hill will be the "most
aggressive in its 10-year history in the U.S., and promises to be
the most significant replication of the Nike-Michael Jordan
marketing formula" since Reebok's Shaq campaign in '92.  Fila
claims its footwear sales will rise 20% this year to $300M, while
apparel sales will be up 56% to $70M.  The Hill Series will not
only feature basketball shoes, but cross-training and other shoes
as well.  TV ads will air on BET, ESPN and MTV.  Foot Locker,
which will sell exclusively an all-black version of the Hill
basketball shoe, is finalizing details of a co-op ad program
(Jeff Jensen, AD AGE, 12/12 issue).
     MORE ON JORDAN'S LOONEY TUNES:  Warner Bros. is developing a
feature-length movie starring Looney Tunes characters and Michael
Jordan that mixes live action with animation.  The film could be
ready by next summer.  Quaker Oats' Gatorade brand, McDonald's
and Nike -- all Jordan sponsors -- are being "eyed as promotional
partners."  F.A.M.E., which manages Jordan's marketing, is also
exploring film projects and TV specials about his life (Jeff
Jensen, AD AGE, 12/12 issue).